ChanteSez … Don’t forget your brand

Tuesday is my neighborhood trash pick-up day. I forgot to move my bin to the curb. … I almost forgot to post today’s ChanteSez Tip of the Day, too.

So, speaking of trash, did you know there’s a difference between “trash bin” and “Dumpster”? That difference is trademark.

Dumpster is capitalized since it is a trademarked brand. The rule is to use the trademarked brand only if it’s essential to your story, or if you’re aiming to add a detail that gives color to your piece. Otherwise, try to use a generic alternative.

Here are a few others:

  • AstroTurf
  • Velcro
  • Thermos (if you’re referring to the particular brand name)
  • Clorox
  • Jet Ski

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