Last week I blogged about how the National Pork Board (NPB) is planning to reposition pork, since "the other white meat" approach is not increasing sales. Today I came across Tim Berry's post about how NPB lawyers took quite seriously ThinkGeek's April Fool's joke that proclaimed:

Pâté is passé. Unicorn - the new white meat. Excellent source of sparkles!" 

Canned Unicorn Meat

They sent ThinkGeek a 12 page "Cease and Desist" letter. ThinkGeek went to town with it, now offering discounts on their very funny pork-inspired products and getting all kinds of viral coverage.

Yes, diligently protecting your brand and slogan and positioning is important - it's all about distinctiveness and competitive advantage. But unicorn meat... really? Maybe the Pork Board's lawyers and marketers oughtta talk...

The National Pork Board (NPB) is aiming to increase sales by repositioning its domestic pork promotion campaign. “Pork. The Other White Meat has 90 percent recognition, but recognition does not equate to high demand,” CEO Chris Novak says in the online trade newsletter Pork.  “The current campaign compares pork to others (chicken); it doesn’t let it stand on its own.” A new ad campaign and approach will be announced next year.

Hmm, I always thought comparing to a well known product or brand and clearly contrasting what makes you different was a good way to carve out mindshare and market share. Positioning, by definition, always involves a comparison to identify the class of product and a distinction to stand out from others within the class. So...how might NPB reposition pork? Some ideas from NPR's Wait Wait Don't Tell Me blog.

Pork: Secretly loved by Jews for 5,000 years.