Just wanted to share my agreement with Linda Inglis about branding
breastfeeding. Shared perception = comfort, and increasing public
comfort with breastfeeding is one major way to increase breastfeeding
rates, in my not-so-humble opinion. :-) Note that Coca-Cola, Nike, Ford,
and other commercial monoliths have not changed their logos in decades.
They also use the same tag lines for at least five years in most cases.
In a recent study (can't reference, sorry, but I'm just stating an
example), children could identify over 200 corporate logos and the
companies associated with them. Wouldn't it be nice to have that same
recognition and comfort level for breastfeeding?

Kristen Cervantes
Austin, TX

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The post on recognizing the formula brand by sighting the green bag
brings to
mind one of the principles of marketing that lactation supporters often
fail
to use to their own advantage.  Breastfeeding can also be "branded" for
want
of a better word.  If a mother begins to see the SAME breastfeeding
messages
in all the places she is going for care and in her general community
throughout the pregnancy, post partum and even pre-pregnancy period she
begins to "feel" that breastfeeding is accepted, after all it's
everywhere.
Social marketing research tells us that these messages need to be
consistant,
in other words have the same slogan, look, "feel" throughout the
community.
This is one of the strengths of the "Loving Support" campaign used by
WIC
programs throughout the country.  Mom sees "Loving Support" materials at
WIC,
maybe  posters at her childbirth classes, a lapel pin on the nurse at
the MD
office, ads on TV and radio and during WBW perhaps a billboard as she
goes on
her way about her business.  Because of the consist look and appeal she
begins to recognize breastfeeding as a normal thing in her community.

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