Archive for November, 2011
During the month of October, the Power of Pink was prominent. From CEO’s to construction workers, from grandmothers in grocery stores to 250 pound linebackers on football fields, the color pink accessorized wardrobes, from top to bottom, from hats to shoes. That’s because October was National Breast Cancer Awareness Month and efforts that are centered around breast cancer awareness have become recognizable by a particular brand. That brand is the pink ribbon. In 1982, Susan G. Komen for the Cure (http://ww5.komen.org/) was launched as a global movement to end breast cancer. From its inception, the organization has used the color pink and, over time, has used variations of the pink ribbon as its brand image. Today, the Komen for the Cure brand image is a pink “running ribbon”; however, the pink ribbon, in general, has been imprinted on the minds’ of consumers as a global symbol for breast cancer awareness. And during the month of October the brand expands and becomes recognizable simply by the color pink.
Branding is a process used by organizations to create widespread recognition of the organizations products or services. When an organization’s brand is recognizable and when the organization’s values resonate with popular values, people are more likely to support the organization’s cause. According to BBMG, (www.bbmg.com) a branding and integrated marketing agency based in New York and San Francisco, “values-driven organizations can benefit from understanding that the people they appeal to also have values. They are conscious consumers.” In its “BBMG Conscious Consumer Report”, (http://www.bbmg.com/ccr_order/) BBMG lists five core values that drive the more socially minded American consumer. They are:
- Health and safety: Conscious consumers seek natural, organic and unmodified products that meet their essential health and nutrition needs.
- Honesty: Conscious consumers insist that companies reliably and accurately detail product features and benefits. They will reward organizations that are honest about this.
- Convenience: Conscious consumers pare practical about purchasing decisions. Faced with increasing constraints on their time and household budgets, they balance price with needs and desires and demand quality.
- Relationships: Conscious consumers want more meaningful relationships with the brands in their lives. They want to know: Who made it? Where does it come from? And am I getting back what I put into it?
- Doing good: Conscious consumers are concerned about the world and want to do their part to make it a better place.
For a free consultation and more information on branding and non profit organizational development, call the HR4NON-PROFITS team at 630.830.4443 or visit our website at http://www.hr4nonprofits.com. Follow us on Facebook and Twitter.Read Full Post | Make a Comment ( None so far )