Perspective
Mar. 4, 2009
Losing Your Mark
Once people start using a trademarked product as a verb (think Rollerblade, Xerox, Google), the owner of the mark has a hard time controlling it.
By Michelle A. Cooke
We demand much from our trademarks. As symbols of quality and standards set by the trademark owner, these distinctive words, logos, and even colors, sounds and smells, provide consumers with reliable indicators of what to expect from a product or service. To fulfill this weighty responsibility, conventional practice has dictated that marks be used in a consistent, even rigid, manner.
Many companies develop brand identity manuals to help ensu...
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