"A day after U.S. allied forces marched into Iraq, Sony applied for a trademark on the war's catchphrase, 'shock and awe,' for use as a video game title, according to a filing with the U.S. Patent and Trademark Office. It was unclear if Sony planned to make use of the name. The application, dated March 21, was first discovered by British publication Media Guardian. The U.S. Patent and Trademark office has more than a dozen applications for uses of the phrase, including for fireworks, lingerie, baby toys, shampoo and consulting services. Military strategist Harlan Ullman coined 'shock and awe' in 1996 to describe pressuring the enemy to give up with little fighting."