Trademark battle over "Very demure, very mindful"

Jools Lebron, a Chicago-based content creator, gained fame when her “very demure, very mindful” catch phrase went viral. The quote was quickly embraced by other influencers, celebrities and politicians but when Jools went to trademark the phrase, she learned someone had beat her to it. A man reportedly filed an intent to trademark for use in marketing, advertising and promotion. Despite the timing of the trademark applications, Alexandra Roberts, a law and media professor at Northeastern University, says that Lebron can still challenge the trademark.