It's what we do.
We do our own kind of branding. However, companies who have successfully penetrated the consumer's mind sometimes get penalized when we do it. Bleach is often referred to generically as Chlorox; tissues as Kleenex; soft drinks as Coke; and loop and hook closures as Velcro.
The Velcro brand decided to embark on an educational campaign. It's clever, funny, and trending.
WARNING: Bad words are alluded to, but completely censored.