In today’s fast-moving digital world, trends come and go faster than ever — but some leave a lasting mark, creating opportunities for those quick enough to act. One of those trends was the "Very Demure" movement on TikTok. If you’ve spent any time on the platform, you might have seen users adopting an exaggeratedly polite persona in response to absurd or provocative situations. The trend exploded, gaining attention from influencers and regular users alike, but something interesting happened — or rather, didn’t happen. No one took steps to trademark the phrase "Very Demure."
As a trademark attorney, this raises some important questions about missed opportunities and what creators need to know to protect their intellectual property in the digital age. Let’s break it down.
Why Trademarking Matters in the World of Viral Trends
If you’re a creator or business owner, you know how quickly trends on social media can go viral. Whether it’s a catchphrase, dance routine, or a hashtag, these trends can take on a life of their own, opening doors for commercial opportunities like branded merchandise or collaborations.
In the case of "Very Demure," no one moved to secure ownership of the phrase. This is where trademark protection could have changed the game. By registering a trademark for the phrase, whoever created or popularized the trend could have legally protected it and positioned themselves to monetize it — think branded clothing lines, TikTok partnerships, or even licensing deals. Instead, the phrase remained up for grabs, and anyone can use it without fear of infringing on someone else’s rights.
A Missed Opportunity?
When a trend catches fire, it’s easy to think of it as just another viral moment that will soon be forgotten. But some trends stick, becoming part of the cultural lexicon. Failing to recognize the value of these moments, especially for influencers and businesses, can mean losing out on significant opportunities.
Take, for example, the "OK Boomer" trend — it was so widespread that people rushed to file trademark applications. Companies recognized that this simple phrase had commercial potential, from t-shirts to financial services. Had the same thought process been applied to "Very Demure," the phrase might have become much more than just a fleeting TikTok moment.
The Consequences of Not Trademarking a Viral Trend
Without trademark protection, the phrase "Very Demure" is open for anyone to use, including third parties who may not have been involved in the trend’s creation. This can lead to dilution of the phrase’s original meaning and prevent those who created or popularized it from capitalizing on its success. Worse yet, someone else could file for a trademark after the fact, giving them exclusive rights to the phrase and the ability to profit off it — leaving the original creators with nothing but views and likes.
As someone who helps businesses and individuals protect their brand identity, I’ve seen firsthand how failing to secure a trademark early can result in losing control over something you’ve worked hard to create. And in the world of social media, where trends rise and fall at lightning speed, there’s often a small window of opportunity to act.
Lessons for Creators and Influencers
The "Very Demure" trend is a perfect example of how social media creators need to think strategically about their intellectual property. Here are some key takeaways:
Don’t Wait: If you think a phrase, idea, or brand has potential, act quickly. The faster you file for a trademark, the sooner you can protect your intellectual property and prevent others from profiting off your hard work.
Know the Value of Your Content: Viral moments may seem temporary, but they often have long-lasting value. A strong trademark strategy can help you maximize the potential of your content, turning it into a profitable brand asset.
Consult an Attorney: The trademark process can be complex, especially when it comes to understanding what is or isn’t protectable. Having a trusted legal partner can help you navigate the process and avoid missed opportunities like we saw with "Very Demure."
How Brand Diplomacy Can Help You Protect Your Trend or Idea
At Brand Diplomacy, we specialize in helping creators and businesses protect their unique ideas, phrases, and brand assets through strategic trademark registration and enforcement. If you’ve created something that has the potential to go viral or if you’re already riding the wave of a successful trend, we’re here to ensure that you retain control and ownership of your intellectual property.
Whether it’s filing for a trademark, defending your IP rights, or guiding you through the process of protecting your brand identity, our firm offers personalized, hands-on assistance. Here’s how we can help you:
Trademark Registration: We’ll help you file for a trademark to secure your rights over phrases, names, logos, or designs that represent your brand or content.
Monitoring and Enforcement: We can assist you in monitoring the use of your trademark and enforcing your rights if someone else tries to infringe upon them.
Trademark Strategy: We work with you to develop a comprehensive strategy to protect not only your current brand assets but also future ideas and trends that you may create.
If you’re a creator, influencer, or business owner looking to protect your IP, don’t let opportunities slip away. At Brand Diplomacy, we’re here to help you safeguard what you’ve built so you can focus on growing your brand.
Ready to take the next step? Let’s connect and talk about how we can protect your intellectual property.
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