The Trademark Tug-of-War Over ‘Demure’ Shows a Massive Meme Power Shift.

  • 2024-09-20 08:00:00
  • WIRED

Recently, tiktoker Jools LeBron's playful slogan seems to have gained a considerable following: ‘very demure, very mindful, very cutesy’ is a constant reminder of how we should behave in our lives. In a previous article, we mentioned an intense struggle concerning the enforcement of copyright on this famous phrase, following an attempt by a Washington citizen to register the trademark as his own.

The Internet world moves fast, even more so when it comes to their beloved influencers. Following LeBron's sad video in which she shared her disappointment of not having been able to register her own catchphrase before someone took it away from her, her Tiktok audience showed a certain dedication to achieving a positive outcome for Jools.

More than a decade after the emergence of the figure of content creators, the world seems to have realised how influential they are on their audience and, more importantly, how crucial it is to recognise them as professionals in their field.