http://www.nytimes.com/2006/07/05/business/worldbusiness/05smiley.html?ex=1152763200&en=2d83826e533d3fbb&ei=5065&partner...
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Notice also that INTA says a trademark must always be used as an adjective. What INTA is saying is that it wants you to always use trademarks as attributive modifiers.
Sure, there are more brands than ever. But they're taking a beating - or, even worse, being ignored. Who's to blame? A new breed of hyperinformed superconsumers.