In the parlance of writers, we talk about “angles”; giving new treatment to an old story. For instance, there’s nothing interesting about “dog bites man,” but the whole world wants to know when “man bites dog.” You may recognize this as “spinning” a story, I believe that “angling” is a much better verb. It’s also an older term that recalls the ancient art of plank making.
Every good marketer has read Jay Conrad Levinson’s seminal tome Guerrilla Marketing. The title has become ubiquitous to the profession. It registers as a noun of ‘marcom-speak’ that describes nearly any off-the-beaten-path strategy and tactic. While the ‘new’ guerrilla strategies are distillations, permutations, and variations on Levinson’s original theme, they all bank on his singular realization that all marketing is a matter of geometry and kinetics.