without involving any trademark issues?
I want to start a discussion on a particular company services.
If 'the word' is the issue, you may be OK; for example, if you use "coke" and you are discussing the process of heating coal in coke ovens to drive volatile matter from it, I dount the Coca Cola Company would be too concerned.
Else you'll need to ask the company that owns the trademark for permission.
There's countless threads on this isuue; do search - but I don't think you'll find exceptions. The point is, you are specifically looking to increase visitors by your use of their brand. And that's EXACTLY what they trademarked it to prevent.
