NEW YORK (AP) — “Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok creator Jools Lebron is working to trademark uses of her now-viral words.
THIS IMAGE released by Disney shows TikTok creator Jools Lebron, left, with talk show personality Guillermo Rodriguez on the set of 'Jimmy Kimmel Live!,' Aug. 19, 2024, in Los Angeles. NEW YORK — “Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok creator Jools Lebron is working to trademark uses of her now-viral words.
Trademarks, on the other hand, can help secure rights to maintain certain business down the road. Lebron's own trademark filings are still pending, and it could be a while before there's a final determination. But the move is particularly notable after several other individuals with no known connection to Lebron separately tried to register demure-related trademarks in an apparent effort to capitalize on the success of those phrases, much to the dismay of Lebron's fans.
But a phrase or name that’s strongly associated with a particular individual can sometimes supersede that. Still, some phrases have been determined to be used too pervasively, making it harder for consumers to recognize it as a brand indicator. It can also be difficult when credit isn’t given to the creator who starts a trend in the first place — and experts note the consequences of that haven't been felt equally in the past.
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