Erik Sass asks that very question in Mediapost’s Social Graf blog. It was refreshing to read his post because rather than placing blame or expressing disbelief that such a PR disaster could occur, he gets right to the point of now that the damage is done, how can Susan G. Komen for the Cure recover? I also like how Sass keeps a clear eye on what everyone wants regardless of political affiliation, which is to stop breast cancer from killing people. Although this PR firestorm has brought some questionable fundraising practices to light, it’s undeniable that Komen has made a significant impact in the fight against breast cancer. I’ve seen a lot of Tweets, Facebook updates and blog posts stating that Komen has irretrievably damaged its brand by alienating both anti-abortion activists and Planned Parenthood supporters. Initially, I agreed with these sentiments, but now I think there’s almost always a chance for a brand to recover, and in the case of Komen, I’d like to see that happen as soon as possible so they can get back to what they do best.

Look at Toyota, for instance. They were in a publicity nightmare due to “unintended acceleration” resulting in deaths and injury, although what caused those incidents has yet to be determined. The company has taken a long term approach, using multiple marketing channels to communicate their commitment to solving the problem and to tell stories of loyal customers who are sticking with them. Komen should do the same. Refocus on their population. Tell true stories of Komen making a difference in people’s lives. Get that story out via mass media and social media channels. Repair the disconnect that seems to have occurred between Komen’s executive management and the grass roots supporters who are the lifeblood of the organization.

There are many people that Komen will never get back. Thankfully, other organizations in the fight against breast cancer can benefit from their contributions. But that doesn’t mean Komen can’t recover some of the people they’ve lost while still growing their organization through the countless number of people who unfortunately have been and will be impacted by breast cancer. As long as Komen stays on message with their core audience, there’s nothing to stop them from getting back on track and even going beyond what they’ve achieved already.

What do you think Susan G. Komen should do to repair the damaged brand?

Share on Facebook

Technorati Tags: Detroit Free Press, Komen, Mediapost, PR, Susan G. Komen for the Cure

Share/Save

Do products and services become extinct after a certain period of time because lack of interest or lack of manufacturing or lack of representatives helping customers find these products? While no one may want a “Zack Morris” phone, I did want to keep (or at least try to revive) my built-in microwave. However after buying new fuses and making several visits to the repair shop, I finally decided it was time to get a replacement. This was not a simple task because the built-ins in 1994 were very compact. So, as you can imagine, replacing this appliance became a major problem. I checked out all the big box stores and even checked out some manufacturers online to see if I could locate a microwave that would fit the existing space. No luck.

Ready to do some demolition on the cabinet, I thought I’d try one last time. I figured there had to be a small, built-in microwave somewhere out there, right? After a little more searching on the internet, I found a site that offered the one thing I needed – customer service.

I went online to Yale Appliance and saw the button “Click for Live Support online.” Immediately, Rachel came online, asked what I was looking for and, in minutes, came back to me with two options – ones that even came with trim kits. I had searched these manufacturers’ sites before, but didn’t find these models. Needless to say, with Rachel’s help, I bought a microwave and trim kit on the spot.

In this age of overwhelming amounts of consumer options, the brand (or retails outlet) that makes it easy wins the consumer’s heart! And, I’ve already referred Yale to a friend.

Share on Facebook

Technorati Tags: built-in microwaves, Customer service, old technology, Yale Appliance, Zack Morris phone

Share/Save