Ohio State attempts to trademark the word "The"

I doubt it goes through, but it's easy to understand the rationale behind it. OSU has national academic and athletic brand recognition, with "The" being a major component of that.

They're shooting their shot, and I don't blame them.
OFL Supplier, BU's Brylcreem
Swing and a miss....to use another sport's phrase.
Agree - its one thing to have a positive brand (although my opinion is the "THE" is only recognized more locally and not nationally) but for those who see it outside of their fanbase, I would guess the reaction ranges from negative to :poop:.

So if the Brand message they are going for is predominately negative - this is more like, swing, miss and the bat catches you in the nads...