Can You Trademark 'Very Demure'? The Battle for Viral Phrases

This summer, the internet fell in love with 'very demure, very mindful' thanks to TikTok creator Jools Lebron. Now, she's trying to trademark those words, sparking a conversation about who owns viral trends and how to protect them. Lebron's trademark application covers entertainment and advertising, including beauty products. But isn't it just a phrase? Can you really trademark something so common? The answer is more nuanced than you might think. Trademarking a phrase like 'very demure, very mindful' hinges on its use as a brand indicator. It's not just about creating a catchy phrase; it's about attaching it to specific goods or services. Think of it like this: Dove chocolate and Dove soap are both brand names, even though they sound similar. Consumers know they are distinct products. In Lebron's case, her trademark application aims to prevent others from using 'very demure, very mindful' in a way that might confuse consumers into thinking it's connected to her brand. Interestingly, Lebron isn't the only one who's filed for a 'demure'-related trademark. Others tried to capitalize on the trend, leading to a legal tug-of-war. This raises an important question: who gets credit for starting a trend? And what happens when others try to profit from it without permission? This story highlights a broader issue: the struggle for content creators to protect their work in the digital age. It's not just about trademarks; it's also about copyright infringement, stolen content, and the lack of clear guidelines for online ownership. Think about it: Have you ever seen a trend you started get copied or used without credit? How do you feel about that? The trademark process can be lengthy, and Lebron's case is still pending. But she's already made a powerful statement: viral phrases can have real legal implications. The outcome of her case could set a precedent for how we protect and value creative content online. Content creators need to be aware of their rights and take steps to protect their work.