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In-house counsel say communication and creativity can fight genericide

Rani Mehta, New York

Practitioners from Velcro, Jacuzzi and two law firms reveal how internal booklets, personal outreach and viral video campaigns can prevent the loss of trademark protection

Screenshot of Velcro's Don't Say Velcro video

Using trademarks consistently and appealing to companies’ sense of brand ownership are key to preventing genericide, lawyers say.

Genericide – when a brand’s trademark becomes the generic term for a product – wipes...

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