Passion, Purpose and Professionalism
New Horizons in Management series
Edited by Ronald J. Burke and Cary L. Cooper
Chapter 6: The heart of the organization: developing the nonprofit brand
In 2007, on its 25th birthday, Susan G. Komen for the Cure was rebranded with a new logo and new name (formerly the Susan G. Komen Breast Cancer Foundation). It also came with a new pledge: to raise and invest another $1 billion in the next decade for breast cancer research. Started by Nancy Brinker as a promise to her dying sister, Susan Komen, the organization was the first to recognize the impact of breast cancer on women of all races and ages and raise money for medical research to eradicate this type of deadly cancer. In the 1980s, the term ‘breast cancer’ was taboo in the United States (US) – indeed, it was not even allowed to be printed in newspapers. But all that changed with the first Race for the Cure held in Dallas, Texas (E. Callahan, personal communication, July 2009). According to then Vice-President of Marketing, Emily Callahan, the rebranding discussion started many years prior to the launch as the organization wanted to move from being a well-respected breast cancer organization to being the icon in the fight against breast cancer. One of the primary problems with the original brand was the fragmented logos, names and programs from all of the local affiliates. Research showed that aided awareness was low.
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