How closely does my company need to adhere to trademark use guidelines about noun vs adjective?

At a loss for an answer. Have seen many sites outlining strict use of trademark, esp. as an adjective and not a noun. If we call our product by our trademark name, how bad is it to treat it as a noun instead of as an adjective? This would call for mive revisions in our copy and our owner has instructed us not to worry about it too much. But shouldn't we?