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Implosion of a brand – The Susan G. Komen for the Cure Foundation

Now that the spotlights are on the mechanism of the Komen organization and not on the pink ribbons those are seeking to ammunition are finding it. From Nancy Brinker’s enjoyment of the pay and fringe benefits of a corporate CEO, to how much of the money is being used to fund breast cancer research? This crisis isn’t over by a long shot. 

{mosads}Not only are those who believe Planned Parenthood was wronged by the withdrawal of financial support by Komen, but also those who believe that Brinker did the right thing by withdrawing support are now equally angry. Brinker is truly in a “damned if you do, damned if you don’t” predicament.

On top of it all, Komen Senior Vice President Karen Handel has resigned. I don’t think Handel’s resignation by itself will restore the brand, but it is a singular action that will be seen as making an effort. It will be the future steps that determine if the brand can rebound.
What could the Komen organization have done differently? Basic “brand alignment.” The brand concept must align the business processes, and with the culture of an organization. Only then does the behavior match the communications. Business processes, culture, and communications are all equal partners in the process of building an enduring brand.


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