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The news that Julian Assange is seeking to register his name as a trademark will surprise those who imagine the besieged WikiLeaks founder might have grown weary of his infamy – and of lawyers.
Turning your name into a trademark is an increasingly common legal move for celebrities seeking to protect the commercial use of their name to sell goods and services. Everyone from Lady Gaga to Alan Titchmarsh has done it. The tactic can look more self-aggrandising when deployed by free speech campaigners or politicians, who supposedly move in less nakedly commercial worlds. But that hasn't stopp
Julian Assange may succeed in trademarking his own name, but he is too late to avoid the verb "to assange" entering the language, meaning to advocate the dissemination of information about everyone except oneself.