Personalized publicity

“I’m the Star” prints and CDs featuring “Your Name” as the star of your favorite sport. This has nothing to do with an expectation of authorization or consistent brand image (bin Laden could order one of these things, should he so desire); it’s about licensing in gross. It’s clear that the task of trademark scholarship in this generation is to articulate the proper limiting principles for the law, regardless of what the marketers are inventing and monetizing.