I don’t create brands; I just clear them as trademarks. I like to assume there’s some master list of rules for branding – at the top of the list being “Never Use the Term ‘Fat’ When Marketing to Women.”


So I was shocked to find this ad in March’s InStyle:



What surprises me most about this name is that the term “fat” isn’t even being used here to suggest enhanced hair volume, which is the only possible reason I could see using “fat” in connection with hair. No, Fat Foam is hair color. So while the trademark lawyer in me says “hey, at least the mark isn’t descriptive,” the weight-conscious woman in me says “Do I want to buy a product that will make me a fat ANYTHING girl”?