A couple of trademark asides:
When Brian Lara hit his record 501 not out, he was sponsored by Joe Bloggs clothing. They had great plans to celebrate this feat by emblazoning it on their clothes. All was going swimmingly until Levi got wind of it.
The ordinary man is often referred to as Joe Bloggs or the man on the Clapham omnibus. In the world of trademarks, the ordinary shopper is "not a moron in a hurry".