It was just last September that the Velcro Companies' singing legal department released a serious message about the generalization of trademarked brand names. It stressed that the VELCRO® Brand should not be used as verb or a noun — it should only be used when referring to the company's specific product. The video suggested other terminology like "self-fasteners" and "closures," or the company's preferred term, which is "hook and loop."
Now to help make its message about the improper use of its brand name stick, the in-house legal team has released another YouTube video that responds to critics of the first video, entitled "Thank You for Your Feedback — Don't Say Velcro."
Thousands of commenters from more than 150 countries had a lot to say about the first video, with many of them offering name alternatives to Velcro's preferred "hook and loop" term. Among them were "friction fuzz," "rip2strip," and "fur tape."
While the Velcro legal team thanks everyone for their input on the company website, it notes: "Nevertheless, please remember that when you use our trademark VELCRO® as a noun you diminish the importance of it. We’re counting on you to call it by its name. #hookandloopforever"