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 language||English (US)|
|Number of pages||8|
|Journal||Journal of Integrated Marketing Communications|
|State||Published - 2011|