In the digital age, everyone has an opinion, but not everyone has a law degree. Lately, social media has been set ablaze by “trademark wars”—spectacles where commentators treat intellectual property (IP) like a game of Capture the Flag. Because many people don’t understand the nuances of IP law, outrage has effectively replaced education.
It is time to slow down and separate the legal reality from the social media theater.
Contents
1. The 45 Classes: Why You Don’t Own a Word
The global trademark system, known as the Nice Classification, divides business activities into 45 distinct categories.
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Classes 1–34: Cover physical Goods (e.g., cement, electronics, beverages).
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Classes 35–45: Cover Services (e.g., banking, education, advertising).
The logic is simple: No single business operates in every industry. A trademark is not universal ownership of a word; it is a “picket fence” around a specific commercial territory.
If you register a brand name in Class 25 (Clothing), you cannot automatically stop someone from using the same name for a Class 32 (Mineral Water). If there is no overlap in the industry, there is usually no legal conflict.
2. The Myth of “Registering Everything”
A common trend among social media “lawyers” is the idea that a powerful company should register its name in all 45 classes to show dominance. This is a fundamental misunderstanding of the law.
Real companies protect Real Commercial Activity, not imaginary empires. Registering in all 45 classes without a legitimate intent to use the name in those sectors is:
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Financially Wasteful: Each class carries separate filing and renewal fees.
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Legally Fragile: Most jurisdictions, including Nigeria, have “non-use” provisions. If you register a name but don’t actually trade in that category for a few years, a third party can apply to have your trademark cancelled.
3. Case Study: Dangote vs. The “All-Class” Strategy
Look at a global powerhouse like the Dangote Group. They are giants in cement, sugar, salt, and oil. Despite their multi-billion dollar reach, their trademark protections are strategically tied to the classes where they actually provide value.
They don’t spend resources registering “Dangote” in the “Space Exploration” or “Social Media Networking” classes because trademark law protects brand use, not brand hoarding.
4. The VDM vs. Blord Paradox: Strategy vs. Drama
The recent friction involving VeryDarkMan (VDM) and Blord offers a perfect classroom example of this confusion.
When a business owner like Blord registers trademarks, they typically focus on the classes tied to their established ecosystem—fintech, gadgets, and digital services. This is a standard, professional business move.
Conversely, when individuals rush to register a “trending” name in dozens of unrelated classes as a retaliatory or “petty” move, they aren’t actually “winning.” Without a functioning business attached to those 45 classes, those registrations are essentially “empty shells” that can be easily challenged or ignored by the courts.
5. Trademark ≠ Business Registration (CAC)
This is the biggest point of confusion in Nigeria. People often conflate CAC (Corporate Affairs Commission) registration with Trademarking.
| Feature | CAC Registration | Trademark Registration |
| Purpose | Legal right to exist/operate as a company. | Protection of brand identity (logos/names). |
| Scope | Corporate entity and governance. | Specific industry classes (1-45). |
| Conflict | Two companies can’t have the same name. | Two companies can have the same trademark name if the industries differ. |
Note: You can have a registered company without a trademark, and you can own a trademark without having a registered company. They serve different masters.
6. The “Apple” Logic: Why the System Works
If trademarks gave universal ownership of a word, the global economy would collapse into chaos. Because of the class system, the world comfortably hosts:
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Apple (Technology/iPhones)
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Apple Records (The Beatles’ music label)
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Apple Bank (Finance)
These entities coexist because a person looking for a mortgage at Apple Bank is unlikely to accidentally buy a MacBook instead. Trademark law asks: “Will the consumer be confused?” If the answer is no, both brands can stay.
7. Why Social Media Gets it Wrong
Social media thrives on outrage, drama, and oversimplification. It loves a “gotcha” moment.
Legal systems, however, thrive on documentation, procedure, and evidence of use. While a commentator might scream that “owning the name” in all 45 classes is a “boss move,” a judge will simply ask: “Where are your receipts? Are you actually selling shoes in Class 25?” If the answer is no, the “boss move” evaporates.
Final Thought
True business power isn’t found in a filing cabinet full of unused trademark certificates. It is found in building a brand that people recognize and a service they trust.
Real businesses build the company first, then protect the brand where the business actually lives. Let’s stop letting the “noise” of influencers drown out the “knowledge” of the law.