Most companies look to press releases and sponsored news stories (à la Chanel’s recurring ad in WWD) to educate the public, or in Chanel's case, "fashion editors, advertisers, copywriters, and other well-intentioned mis-users of the Chanel name," about the legal repercussions of using their trademark-protected names. They tend to also file trademark infringement lawsuits to protect the value associated with their valuable marks.
Unlike some other forms of intellectual property protection (namely, patents and copyrights), trademark protection can potentially last forever, as long as the trademark is being used in commerce and has not been subjected to generalization, thus giving rise to the need for trademark holders to make sure others' are not using their marks in ways that would lessen the distinctiveness or uniqueness of the marks.
Just as Chanel does not want people using its name to describe quilted bags or tweed jackets, Velcro does not want consumers using its trademark to describe the mechanism for which the company is famous – the temporarily attaching (until pulled apart) fabric. With that in mind, the company released a music video entitled "Don't Say Velcro" explaining that every time you use the word "Velcro" to describe self-fasteners, you are hurting the actual Velcro brand.
The music video features a band of lawyers singing the company's qualms, and pleading with the public to cease saying phrases like, "Velcro shoes" when the fastener is not actually made by the Velcro brand.
"It's not about doing it for us, it's about doing the right thing," the website reads. "Successful brands around the world need your support to help protect trademark guidelines. Pledge to end the era of broken trademark laws."
As for what brand should probably start policing its marks more heavily? Teva, as the sandal company's trademark-protected name is consistently used - by the fashion industry - as a term to describe a specific type of sandal, one that looks like Teva's sandals, of course.
The usage has gotten so out of hand that as of this past spring after Prada showed what Vogue called a “Teva” sandal for S/S 2017, Saks Fifth Avenue began stocking the "Prada Teva" sandal. Not only is this problematic in terms of genericization, it is also potentially confusing to consumers, who, in the age of collaborations, might think that Teva was involved in the creation/marketing of the $545 Prada sandal, which, in fact, it was not.
Teva might want to consider taking a page from Chanel or Velcro's book ... and soon.