There are any number of companies with names that have become synonymous with the product or service they sell. "Xerox" used to be a good example of this, but it seems like it's been ages since I've heard Xerox used as a verb. (Which is a pity, as there probably aren't any other verbs with two Xs.)Anyway, these types of companies jealously guard their corporate brand, and they encourage writers to always use ®, ©, or ™ when referring to them. Case in point, this gentle reminder from Kleenex (®, ©, and ™) which espouses corporate identity even as it flouts the laws of punctuation in a very silly way. (It seems like "Help us keep our identity ours" would be the most graceful solution, though I suspect there are at least three other possibilities.)
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