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I get it. They are trying to encourage their employees, pedal-pushers and PR representatives to state the brand name of their company in a respectable, and correct manner. Now, though, you can replace the 'encourage' (keyword) with the new phrasing of documented precedent of 'force'.
It's like any business. Whatever sounds the most formal and unsilly, that's what you go with; better a 'Bill Gates', than a 'Billy Gates'. I'm thinking it's just paperwork, teleconference, sales-pitching, quarterly-reports-related, but seeing as this is an internal memo to a company I'm not at all invested towards, I don't see the big deal.
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As human beings, our greatness lies not so much in being able to remake the world (that is the myth of the Atomic Age) as in being able to remake ourselves. —Mohandas K. Gandhi
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