Most meme projects address ownership after copycats and commercial demand arrive.
There is a predictable moment in the life of a successful meme project when the community realizes the token and the brand are not the same thing.
A token has a contract address.
A brand has a name, a character, visual identity, merchandise, content, relationships and public recognition.
Mumu the Bull is trying to build that second layer deliberately.
MUMU is listed by IP Australia as Application 2682039, published and awaiting examination with a July 30, 2026 priority date. The project also identifies MUMU THE BULL as Application 2682957, with an Aug. 3, 2026 priority date. The filings are described as covering digital media and NFT-authenticated works, apparel and entertainment branding.
This is notable because the character is older than the current token. Mumu emerged from 4chan’s /biz/ culture in 2018 as the bullish counterpart to Bobo the Bear and continued to circulate as a recognizable representation of bullish market sentiment.
In other words, Mumu already had awareness before anyone needed to build an official brand around it.
That is the reverse of the normal memecoin sequence.
From a brand-development perspective, formal intellectual property can create practical advantages. It can help establish which merchandise is official. It can reduce ambiguity in licensing conversations. It can provide tools against commercial confusing commercial copies. It can make larger partners more comfortable working with a project whose identity is not completely undefined.
The Australian filing route also creates potential international optionality. Australia is part of WIPO’s Madrid Protocol framework, through which eligible applicants can use a domestic basic mark when seeking protection in selected international markets.
The value of the filings is structural rather than short-term.
They expand the number of credible routes available to the brand if the project executes.
Memecoin markets are getting crowded. Attention can always move to the next ticker. A character with years of recognition and a more organized brand identity has a chance to survive outside the moment that created the token.
Mumu’s recent filings suggest the project understands that distinction early.
References: IP Australia - MUMU Application 2682039 | IP Australia - MUMU THE BULL Application 2682957 search | WIPO - Madrid System filing overview
