Lessons of a Tattered Pink Ribbon
The conversation today is not about breast cancer, reproductive rights, right wing agendas or politics.
Today it is a branding conversation.
Join me, if you will for a quick look at the brand accountability, social media savvy, it’s how you protect, manage and strategically position your brand case study for the history books…
The Lessons of a Tattered Pink Ribbon
(or ten things we learned the day The Susan G. Komen Foundation died):
- Social Media renders all entities transparent – thus accountability is key
- Social Media has permanently shifted, altered and sped-up the way in which we receive, share and interpret information
- This one fact defines how brands act, react and respond
- Brands are accountable to ALL – no exceptions
- All populations are a brands’ potential ally or foe – no exceptions
- Brands must act with speed, candor and care – no exceptions
- Brands must remain in a proactive, strategic stance not in a lesser reactionary mode —Planned Parenthood was brilliant in how they turned a significant funding loss into a giant brand, funding and positioning gain
- Komen failed the exercise across the board
- Pink is dead, Komen is over and their partners are stuck with the residual mess
- The focus on real corporate responsibility (including all forms of organizations – non-profits included) is just beginning – pay attention…
February 4th, 2012 at 5:11 pm
Couldn’t agree more. It’s just not brands, but all non-profits who feel they are protected by the veil of altruism…so to speak. I think it’s important to note that Komen set their own demise in motion when they publically announced their decision not to fund Planned Parenthood. While supposedly not a political decision, it was a politically motivated move. Self-serving without an ounce of consideration to public perception. Clearly, social media exacerbated their undoing.