While there is nothing a trademark owner can do to guarantee that the trademark will never be lost through genericide, there are things a trademark owner can do to lessen the risk of genericide. Always using a trademark as an adjective to describe a particular brand of a product or service rather than as a noun or verb for the product or service itself can help prevent genericide. For example, instead of saying, “Buy Kleenex, ” say, “Buy Kleenex brand tissues.” When possible, it is a best practice to ensure that licensees, franchisees, retailers, advertisers, and any agents over whom you have control do this, too.