How Susan G. Komen For The Cure Torpedoed Its Brand | Fast Company
Will the Komen brand ever recover? Unfortunately for them, they were already getting some negative publicity for their tendency to sue anyone using the phrase “For The Cure” and the color pink for other charities. While they certainly have the right to protect their intellectual property, Komen comes off as a big bully when they start sending cease-and-desist letters to tiny charities run by individuals.
They are going to have to work long and hard to win back the masses of people who now view them as an organization driven more by politics and the personal beliefs of its executives than its concern for women’s health, in whatever form that may take. One wonders if Handel or Brinker will have to step down to effect the change. Or perhaps they’ll decide that they want to hitch their wagon to a particular ideology, and stop pretending that they aren’t pushing an agenda.
