So I don’t usually delve into the world of celebrities but had to comment on the epic lack of foresight recently displayed by Lindsay Lohan and her lawyers.

Yesterday my friend John M. pointed me to hilarious this story, which describes how Lindsay Lohan is suing E*Trade for $100M (yes you read that right) because, her lawyers claim, the advertisement posted below:

violated Lohan’s rights under New York state civil-rights law and used her “name and characterization” in business without paying her or getting her approval.

So first, yes the add is hilarious.

Second, I’m not really sure it has anything to do with Lohan.

But lastly and most oddly: why is it that Lindsay thinks the ad is modeled after her? Because of the term milkaholic (as in a baby version of “alcoholic”…)

I’m not sure that Lindsay and her lawyers want to make the case that every time someone uses her name in conjunction with a reference to a substance abuse problem this should be construed as a clear “characterization” of Lindsay Lohan. This is functionally conceding (in a case I can’t imagine you’ll win) that your personal brand is tied up with substance abuse.

It is a curious brand to want to stake out. And if she wins, a court will be acceding that Lindsay has joined the ranks of Madonna (associated with sex) or Oprah (associated with thoughtfulness) as Lindsay (associated with excessive alcohol consumption). Is that a brand battle you want to win?

But then maybe any publicity is better than no publicity…

Okay, back to our regularly scheduled programing tomorrow.