Velcro Companies: Fighting Trademark Misuse With a Song
Velcro is the latest company to adopt a rather unconventional approach to protecting trademarks.
September 25, 2017 at 03:20 AM
3 minute read
In an effort to protect valuable intellectual property, some companies are getting more creative in their approaches. UGG Holdings Inc. uses dedicated social media accounts to educate consumers about counterfeits, for example.
Velcro Companies is the latest to adopt an unconventional approach to prevent the misuse of the VELCRO™ trademark. The education initiative, announced Monday, relies on an original song to spread the word about proper trademark attribution. “You call it Velcro, but we're begging you, this is a *bleeping* hook-and-loop,” those in the music video sing, in an effort to communicate how to use the mark.
The company has long provided guidelines on proper usage of the VELCRO™ trademark, such as only using it in connection with genuine products and always using the mark as an adjective, not a noun or verb. This educational campaign expands on those efforts by way of the video and use of social media platforms and advertising. It's about spreading the word and creating shareable content that consumers can absorb, Julie Barry, director of global brand at Velcro Companies, said in a recent interview with Corporate Counsel.
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