Learn more about Sustainable Brands 2015 San Diego

brand commentary

The Week Komen for the Cure Destroyed Its Brand

Posted by Abe Sauer on February 5, 2012 01:45 PM

The Super Bowl of women's health happened last week. The winner? The Democratic Party-aligned Planned Parenthood, provider of numerous women's (and men's!) health services, including, yes, abortions. The loser? The heretofore unassailable Susan G. Komen for the Cure, the world's largest anti-breast cancer organization.

On Tuesday, January 31, the Komen organization rather quietly announced that due to new grant policies, it would cease funding to Planned Parenthood. By Wednesday, Feb. 1, the backlash was on. Even author Judy Blume was slamming Komen as it stood its ground and attempted to weather the storm. That night its website was hacked. By the morning of Thur. Feb 2, Planned Parenthood was reporting donations in excess of what Komen had cut off, Komen executives were quitting in protest and local chapters of the national organization were in outright rebellion. Then a tweet, at top, that showed just how desperate the billion-dollar brand was to stop the hemorrhaging.

It did not stop. It still has not really. And maybe it never will.

By Thursday, Komen had caved and released a statement saying it would restore funding to Planned Parenthood. The statement was reported as a victory and the hubbub soon died down. But some who read closely noticed that the commitment left open the door for Komen to again cut off funding. The less-than-solid statement left some skeptical.

It would be nothing short of crippling for Susan G. Komen for the Cure to wriggle out of its commitment to re-fund Planned Parenthood. Even as the worst of the media coverage has subsided after its capitulation, Komen's brand is still being hammered by an online media that smells blood in the water. Thanks to Komen's initial blunder, it's now forced to deal with scandals to which it genuinely is not a party.

At the peak of the Komen storm, Gawker posted a story about how Komen had partnered with a gunmaker to sell "pink" handguns. A closer reading of the Walther P-22 Hope Edition 3.4's sale page revealed that the truth was that sales of the gun would only lead to donations to Komen. The nonprofit quickly issued a series of responses on Twitter distancing itself from the pink gunmaker:

No matter, the Gawker story has 80,000+ pageviews and over 8,000 Facebook shares. Days after the Gawker story, Komen is still denying Gawker's story about the gun partnership. This issuance of denials to Gawker's story would keep @komenforthecure's feed busy through the Super Bowl.

Details from Komen's past that the brand could not deny though came back to bite it. First, the questionable partnership from a few years ago with KFC for the campaign "Buckets for the Cure." Not only are tubs of fried chicken maybe not the best fundraising track for an anti-cancer organization, but also it threw fuel on the fire that the buckets never really generated more donations.

Far more damaging was the deep relationship Komen's top executives have with the Republican Party, even as the nonprofit insisted politics played no role in its decision to cut funding to Planned Parenthood, one of the most primary targets of that party. It did not help that many saw Komen's cut off of funding to stem cell research more proof of the charity's Republican alignment.

As Komen's long week wore into the weekend, the volume was turned down but the spotlights were turned up. While no secret before, soon it was revealed that Komen founder and CEO Nancy G. Brinker had a substantial history of donating to Republican candidiates. That Komen's new policy executive, Karen Handel, was a former Bush administration appointee and an anti-abortion Republican candidate for governor of Georgia was well known at the start of the scandal. Just when it looked like Komen might—MIGHT—avoid being branded a partisan Republican charity, details emerged that just before Komen's Planned Parenthood decision, the nonprofit had retained  former press secretary for George W. Bush, Ari Fleischer.

Not surprisingly, PR executives are camped out in Komen's offices doing damage control. Or, in this case, what maybe should be called "disaster rubble removal." It seems one of their first orders of business was to complete scrub the Komen website of any and all mentions of the debate. Indeed, the former statement links tweeted from @komenforthecure now all land nowhere and to see the homepage it is as if nothing ever happened (or is still happening).

A possible way out for Komen may be to axe Karen Handel and blame the whole sorry affair on her. But it may be too late for that.

Komen's wading into political waters has resulted in the organization becoming, to use the technical PR term, "doublef**ked." Progressives on the left now have the organization to use as a rallying cry for the continued defense of pro-choice politics. Conservatives, meanwhile, who never though of Komen as an anti-abortion ally, and who donated heavily in retaliation of Planned Parenthood's boosted donations, see it as a traitor.

The result is that the cure Susan G. Komen now pursues is one not just of restoring its full former fundraising abilities (probably impossible) but also of restoring its brand to its former level of respectability (certainly impossible). In the meantime, there's cancer.

What a disaster for a brand that, one week ago, was just whiling away its time and gearing up for a new season of wildly popular Susan G. Komen for the Cure three-day walks. February's only event is the 19th in El Paso, Texas. But March has five major events, including one in Los Angeles, the city where the Komen affiliate openly rebelled against its national parent. (Awkward!) Will turnout be down? If so, how much? Will there be protests?

While the media feeds on outrage, these upcoming events will be the true test of how Komen's brand is faring.


Martin Rosario-Rojas United States says:

As a believer in Chris I couldn't be happier with the decision not to support Planned Parenthood. I feel sorry they did not stood by their moral decision and gave in to the pressures of those who support killing unborn babies!!! I hope they think again and confirm their initial decision and stand by their deepest believes of the teachings of our Lord and Saviour!!!

February 6, 2012 06:16 AM #

TychaBrahe United States says:

Planned Parenthood performs four times as many prenatal health care exams as it performs abortions, and three times as many breast cancer screenings.

If your religion teaches you that abortion is wrong, then follow your teachings and don't have one.  But you do not have the right to force your religious beliefs on other people.  The Muslims aren't making you give up alcohol, the Jews aren't making you give up shrimp, the Hindus aren't making you give up eating meat, and you don't have the right to dictate anyone else's definition of what is moral.

February 7, 2012 12:57 PM #

I. Quiroz Peru says:

Your are wrong. In fact a lot of Muslims are indeed trying to force their religion onto us. That is what the Jihad is all about. When a Christian in Iran (Pastor Yousef Nadarkhani) is on the death row because of his "apostasy" of Islam, aren't those Muslims forcing their religion onto him? When Christians are persecuted and their churchs burned in Egypt as in the last months, aren't those Muslims forcing their religion onto them? and when a group of Muslims in Somalia beheaded another Christian this month (his name was Omar) aren't those Muslims forcing their religion onto the Christians of this zone, terrorizing them?

February 12, 2012 11:39 PM #

Angela Wilson Gyetvan United States says:

Komen scrubbed their website? Don't they realize that it's their lack of forthrightness & transparency on this issue that's killing them?  I don't believe their PR team is removing rubble - would seem like they're just digging a deeper hole. A shame, because Komen has done a lot of good.

February 6, 2012 08:47 AM #

Work Together United States says:

The scrubbing the web site is such an outdated tactic. More proof of their Republican alignment? Smells like it. Sad.

Cancer is the real issue here. Leave it to uber-Christians like Martin Rosario-Rojas to inflict his personal faith on the general public. The same people that preach about "killing unborn babies" are the same people itching to pull the trigger on government assistance programs (WIC, Food Stamps, Welfare).

But I digress. Komen needs to fire whoever is advising them to sweep it under the rug. Want to save the brand? Expose yourself. Release a post on what you did and why you did. Then apologize and move on. Channel the next year into rebuilding your image and avoiding any further SNAFU's. See also firing your PR team.


February 6, 2012 10:01 AM #

Mike United States says:

What I can't figure out is that if Komen is such a Republican-aligned organization, then why were they funding Planned Parenthood to begin with?  Seems to me like there are probably legitimate reasons for re-allocating their funding, but that doesn't make for an interesting headline in today's world.  The press would much rather turn this into a conspiracy.

February 6, 2012 10:39 AM #

TychaBrahe United States says:

Because when your goal is to provide a certain type of healthcare to low-income women, you go where low-income women are already getting healthcare.  You don't fly to Alaska to encourage cocoa growers to adopt greener methods of agriculture.

February 7, 2012 12:59 PM #

Mike United States says:

Think you missed the point . . . but I'll make separate point . . . to compare killing unborn children to giving up alcohol or eating shrimp . . . hmmm, seems like a bit of a stretch.

February 7, 2012 02:22 PM #

TychaBrahe United States says:

You define an embryo/fetus as an unborn child.  Science does not and other people do not.  That a fetus *may* grow and develop into a human child capable of surviving outside the womb does not mean it will.  As many as 1/2 of all pregnancies end in miscarriage.  

February 7, 2012 02:53 PM #

Deborah Budd United States says:

It is sad when a respected brand loses sight of its primary purpose, and wrecks its standing among supporters. Komen's board became focused on one group of supporters, and failed to consider how their vote to defund Planned Parenthood would look to the rest of their supporters. When your core goal is to ensure women of all income levels have access to life-saving cancer screenings, and you turn your attention to issues outside that goal, you invite the kind of mess we're seeing at Komen. They've turned their organization into a political football, and the football never wins the game.

February 7, 2012 10:29 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia