Kleenex: 'Don't drop the ®'

Brands covet their nouns and verbs, especially when they've become a generally accepted category term in the public's lexicon. Spotted an interesting ad from Kleenex® Tissues on BrandWeek recently. Who's this ad aimed at? Other marketers and agencies one would assume?

Unless you're BrandWeek. As we understand it, fair use doctrines allow journalists like BrandWeek to run stories like this without the designated R or "tissue?"

There's an exception to every rule.

No such fair use doctrine for properties though. Something to keep in mind when using sponsor marks.