Whenever I am asked for an example of a strong women's brand, I point to Susan G. Komen for the CureĀ®. Here's why it's such a strong brand:
- They have a very clear and focused mission. The foundation exists to support women with breast cancer and stop women from dying from breast cancer. Every single woman I know has either had or been close to someone who has been diagnosed with breast cancer. This is a mission universal to women everywhere.
- It is a brand run by, driven by, and supported by women. Are there super guys who are involved as well? Absolutely. But the heart and soul and machine that drives this organization are women.
- An inspirational figure head. "Susan G. Komen fought breast cancer with her heart, body and soul. Throughout her diagnosis, treatments, and endless days in the hospital, she spent her time thinking of ways to make life better for other women battling breast cancer instead of worrying about her own situation."
- A powerful brand identity everyone could relate to. When you say, "I am a supporter of Susan G. Komen," you are saying "I am taking an active role in supporting women with breast cancer. I am a powerful force working to prevent women from dying from breast cancer. I am joining with other like-minded women and men to create a positive change."