11-09-1992 Council Packet - Laserfiche WebLink

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Cavity-fill foaming has current use as a method for adding insulation to existing homes. Holes are drilled into the cavity between exterior and interior walls, and the reactive chemicals are fed in. Mixing, they produce the foam which e.xpands to fill the cavity. m But NONE of the in-place foams, sprSy-on foams or cavity-fill foams cany the trademark STYROFOAM. Nor can STYROFOAM brand plastic foams be used in these processes. So the trademark STYROFOAM should not be used in relation to these products. about trademark usage A trademark is as important to a memufacturer as a copyright is to a newspaper or magazine. Because it instantly identifies the source and quality of goods, the trademark STYROFOAM has significant commercial value for Dow. This value can be diminished, or completely lost, if persons using the trademark fail to treat it as a trademark- That ’s why Dow asks writers, editors and others who use this trademark to be aware it is a trademark, and to use it accordingly. The guidelines are simple: 1. Use the trademark STYROFOAM only in reference to products known to be those to which Dow applies this brand name. 2. In print, give it a distinctive appearance — at the least, an uppercase initial “S.” 3. In speech or In print, follov; the trademark with the appropriate generic — as ‘‘Styrofoam brand insulation ” or ‘‘Styrofoam brand plastic foam.” The generic teUs what the product is; the trademark distinguishes the product from those of other manufacturers. Many VTite.'s avo*d the trademark-handling prob lem by following the advice in the Associated Press style book: Unless the trademark is essential for understanding, avoid it, use an appropriate generic instead. ‘‘Plastic foam ” or merely “plastic ” arc appropriate generic terms. Of course, news and feature stories originated by Dow will incorporate essential — and correct — trademark usage. Continued for instance Following are examples of wrong and right usage of trademark STYROFOAM: Wrong Styrofoam shapes. Styrofoam beiUs, Styrofoam eggs Right on Assuming these items are made from STYROFOAM brand plastic foam, say; Shapes made of (or from) S'l^r'ROFOAM brand plastic foam, etc. If you’re uncertain of the material used to make such items and!ox you want to use a less-awkard e.xpression, say: Plastic-foam shapes, etc. Wrong Styrofoam cups. Styrofoam coolers, Styn ’ofoam egg cartons. Such items aren ’t made by Dow nor are they made from any product sold under the trademark STYROFOAM. Right on! Wrong Right on! Plastic-foam cups, plastic-foam coolers, plastic-foam egg cartons Dow (or Dow’s) STYROFOAM brand insulation This implies there are other manufacturers of STYROFOAM brand products. There aren ’t STYROFOAM branvi insulation, made by Dow if you wonder ... Why docs Dow send out this folder? Not by choice, because we’d rather not We do it because: • The trademark is valuable to Dow, and we want to preserve it as a trademark. * In court decisions about trademark rights, numerous rulings have evolved guidelines for trademark owners. These boll down to: ‘‘If you own a trademark and want to keep it as a trademark, you must protect it You must keep people aware it's a trademark. You must promote its proper use and correct any misuses.” This folder is part of our effort to follow that ad vice. (Additional copies are available on request) Thanks fer your cooperation! J