In Ries and Trout’s pioneering theory of brand positioning the aim is to cut through the noise of ‘me-too’ products to establish a window or niche in the consumers mind. The metaphor always left me with an uncomfortable sensation of a growing number of windows and a shrinking amount of space in which to fit them.
Spam
The legendary canned meat producer Spam is launching the “Break the Monotony” social-media campaign, featuring the brand’s first-ever spokescharacter, Sir Can-A-Lot. The marketing initiative by BBDO Proximity Minneapolis is rolling out across the brand’s YouTube channel, Facebook page and Twitter feed, encouraging the U.S. community to take a fresh look at their everyday eating habits.