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

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.