So you have a viral catchphrase. What's next, legally?

So, you had a video go viral and it had a very specific phrase, like "Hawk Tuah on that thang" or "very demure, very mindful." Sure, maybe a viral phrase isn't the most sophisticated form of humor, and maybe the trend doesn't promise long-term relevance or a particularly enduring appeal. But viral phrases can lead to a huge influx of brand deals and, if you're smart about it, merchandise sales. Take Jools Lebron, the TikTok creator who popularized the viral phrase "very demure, very mindful." Be