Reach & wash is a brilliantly simple slogan, so is reach & clean.
The problem we have is in trying to inform the public what we do, in as few letters as possible.
We are constrained by the space we have available on the side of the van. It has to be short and simple.
Is there a more affective word than "reach" to describe what we do with a pole? I can't think of one,
and what do we do when we have reached? Clean, wash, scrub, squirt, splash? We are limited by the lack of alternative words in the English language.
It was a very clever bit of branding by Ionics, and if others follow their example we could actually run out of wording that we could actually use to accurately describe our work method.
I agree that Ionics should protect their poleman symbol, but to register words is opportunistic to say the least, and to threaten window cleaners that use them crosses them off my list of suppliers forever.