TikTok star Jools Lebron fights to trademark her viral 'very demure, very mindful' catchphrase

[Innovabble]

 

In today's fast-paced social media landscape, viral content can catapult creators to instant fame. A recent example of this phenomenon is the catchphrase "very demure, very mindful," which has rapidly gained popularity across digital platforms.

 

The phrase originated in early August 2024 when TikTok creator Jools Lebron (joolieannie) introduced it to her audience. Lebron's distinctive delivery resonated with viewers, leading to widespread adoption across various social media platforms. Soon, "very demure, very mindful" became a popular expression for those aspiring to a lifestyle of elegance and mindfulness.

 

This sudden rise in popularity caught the attention of numerous brands, particularly in the beauty, wellness, and fashion industries. These companies began incorporating the catchphrase into their marketing campaigns, aiming to align their products with the values of mindfulness and elegance that the phrase embodies.

 

Recognizing the potential value of her viral phrase, Lebron took steps to protect her intellectual property. She filed trademark applications with the U.S. Patent and Trademark Office for "very demure, very mindful," covering a range of entertainment and advertising services, including the promotion of beauty products.

 

However, Lebron's path to trademark registration has not been straightforward. The popularity of the phrase has attracted other individuals and companies seeking to capitalize on its success, resulting in competing trademark applications. This situation highlights the challenges content creators face in safeguarding their intellectual property in the dynamic world of social media.

 

The complications began when someone filed a trademark for the phrase on August 20, effectively jeopardizing Lebron's chances of selling merchandise with the catchphrase she had coined. In a now-deleted TikTok video, Lebron was seen visibly upset over this development, expressing her distress about the investment of time and money she had made into potential merchandise.

 

The trademark battle intensified as multiple parties filed applications for variations of the phrase. Some sought to trademark the exact wording, while others applied for slight variations, all aiming to capitalize on the viral sensation. These applications covered a range of uses, from advertising services to apparel.

 

Despite the initial setback, Lebron later shared a more optimistic update, stating that she had taken steps to address the trademark situation with the help of a team. "Divas, on the trademark front I feel like I have to say something. We got it handled and I'm going to leave it at that," she announced. "Mama got a team now."

 

The stakes are high for Lebron, who is transgender and has expressed hope that profits from merchandise sales could significantly help her family and support her transition. 

 

The phenomenon of trademarking viral moments extends beyond Lebron's case. Another recent example is Turkish Olympic shooter Yusuf Dikeç, who filed a trademark application for his distinctive shooting stance that went viral during the Paris Olympics. Dikeç's move aims to protect his likeness and prevent unauthorized commercial use of his pose, mirroring Lebron's efforts to safeguard her catchphrase.

 

These cases illustrate how quickly a moment of internet fame can evolve into a potential brand asset. They also underscore the complex interplay between viral content, legal protection, and marketing strategy in the digital age. As social media continues to influence brand building and marketing, the practice of trademarking viral content raises important questions about creativity, ownership, and commercialization in the online space.

 

What are your thoughts on this trend? Is the rush to trademark viral moments a necessary step in protecting creative work, or does it potentially stifle the spontaneity and organic growth of online culture?

 

• https://apnews.com/article/demure-jools-lebron-trademark-67d661d0afa825bb939b15f4730f1295
• https://www.washingtontimes.com/news/2024/sep/4/jools-lebron-filed-trademark-applications-for-her-/
• https://www.independent.co.uk/news/world/americas/jools-lebron-very-demure-mindful-tiktok-b2606984.html
• https://www.npr.org/2024/08/28/nx-s1-5090081/very-demure-very-mindful-jools-lebron-trademark
• https://www.dailymail.co.uk/femail/article-13815165/Jools-Lebron-TikTok-trademark-demure-mindful.html

 

Image: Jarretera | Dreamstime.com