News that Specsavers, the high street optician, is attempting to trademark the phrase “should’ve” shows how they are failing to understand the wise words of Oscar Wilde or understand memes – and are in danger of scoring a massive communications own goal.
The company is reported to have filed a trademark application with the UK Intellectual Property Office to establish Specsavers’ rights to use of the terms “should’ve” and “shouldve” in a range of commercial spheres.
The move was presumably instigated by the use of the phrase, “should’ve gone to Specsavers” at the end of their adverts. There is legal opinion who think the rules would not allow such a common phrase to be trademarked.
Yet the move doesn’t make significant sense in the rules of modern-day communications terms either.
The great observer of the human condition, the writer Oscar Wilde noted in his ‘Picture of Dorian Grey’, “There is only one thing in the world worse than being talked about, and that is not being talked about.”
The enemy of Brand communications and PR are not messages from Brand competitors.
It’s being ignored.