Escalator originated as a trademarked term for the Otis Elevator Company's moving staircase, first introduced at the Paris Exposition in 1900. Because Otis did little to protect its rights to the mark, a 1950 court ruling moved escalator into the public domain.You should escalate the value of your brand, protecting it from a into the public domain.
Based on: http://www.merriam-webster.com/top-ten-lists/top-10-words-from-trademarks-vol-2/escalate.html#U6cwBt1Lc9DXdUzX.99