- An idea enters the zeitgeist.
- Everyone uses the idea for their branding.
- Trademark infringement results.
- The trend peaks and dies.
- The trendy trademarks everyone fought so hard over grow stale.
- Lather rinse repeat.
How bad is it? Guess how many applications have been filed for some form of this:
THE _________ WHISPERER
Go on guess.
I’ll give you a hint: There are three where the blank is “vagina.”
Take your time. I’ll wait.
Three for THE CHICKEN WHISPERER. Three. Horrifyingly, there’s one for THE BRAND WHISPERER. If that’s the best they can do for their own brand, it’s not the company you want to help with your brand.
Why not jump on the bandwagon, ride the wave, and mix your metaphors? Because the trend will fade. Probably rapidly. And you’ll end up looking like yesterday’s soufflé. Like RADIO SHACK and DRESS BARN.
The graph shows applications filed for THE _______ WHISPERER since 1995. It’s already plateaued or, perhaps, headed into the toilet.
The current trend is for sticking LY or LI at the end of a word. Here’s just a partial list of the if-Johnny-jumped-off-a-bridge trademark choices that companies have made.
The trend for IFY is no better.
You want a brand that sets you apart and goes with you no matter where the market takes you. Jumping on the latest trend is good in the short-term, but is not a long-term winning strategy.
 All of the statistics in this post are from September 2019.
 OK. One of those three is THE VAG WHISPERER, but even so.
 There’s an amazing list of over 300 of these ridiculous names on Pinterest®. https://www.pinterest.com/fritinancy/names-that-end-in-ly/