When a Mere 'Selling Word' Strategy Jeopardizes Your Brand: 'The Other White Meat' as 'The Other Integrated Brand Strategy'

Clarke L Caywood, Anders Gronstedt

Research output: Contribution to journalArticle

Abstract

Marketing communications becomes more than a mere consumer strategy for high risk industries, products and services. The National Pork Board’s highly successful message “The Other White Meat” faced serious challenges by competitors. A 2010 Trademark Trial and Appeal Board found that earlier research and the broader integrated marketing stakeholder strategy of the pork industry protected the rights of speech and the industry brand.
Original languageEnglish (US)
Pages (from-to)38-45
Number of pages8
JournalJournal of Integrated Marketing Communications
StatePublished - 2011

Fingerprint Dive into the research topics of 'When a Mere 'Selling Word' Strategy Jeopardizes Your Brand: 'The Other White Meat' as 'The Other Integrated Brand Strategy''. Together they form a unique fingerprint.

Cite this