A notable instance of this is "Cracker Jack." This word has become an integral part of our common language, and is used to mean a hustler, a thing of excellence, a fellow who gets there, a machine that runs smoothly, a well-played game, and in other senses. But it is probable that not one person in a hundred who uses this word knows that it is a registered trade-mark, and that it is a name applied to a mixture of popcorn and peanuts, combined with molasses, or some other sweetening. It is a delicious concoction, as any reader of this book may ascertain for himself.
The owners of Cracker Jack have not advertised. They have allowed the immense asset of their trade-mark—a by-word on the tongues of millions—to go to waste.
The word "Celluloid" is protected by the trade-mark law. The article celluloid can be manufactured by any one who cares to go into the business of making it, but only the owners of the trade-mark can call their product celluloid. This is not generally known, probably not even by the well-informed class of readers among whom this book will circulate—a state of public ignorance due to lack of advertising.
"Kodak," an artificial word—a registered trade-mark—widely advertised, has grown into common use, and is now used by many persons to mean a small hand camera of any make, though (as every reader of this book knows) a real Kodak is made only by the Eastman Company.
In this case the owners of the trade-mark have made their advertising keep pace with the diffusion of the word.
"KODAK"
Is our Registered and common-law Trade-Mark and cannot be rightfully applied except to goods of our manufacture.
If a dealer tries to sell you a camera or films, or other goods not of our manufacture, under the Kodak name, you can be sure that he has an inferior article that he is trying to market on the Kodak reputation.
If it isn't an Eastman, it isn't a Kodak.