Crisis Communications ALS Association withdraws ‘Ice Bucket Challenge’ trademark application The ALS Association’s attempt to trademark the name of its summer YouTube phenomenon was short-lived after critics raised objections. By Kevin Allen@kevin_j_allenSept. 5, 2014 SHARE Ragan Insider Premium Content To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.