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LACTNET  June 2001, Week 2

LACTNET June 2001, Week 2

Subject:

Branding

From:

[log in to unmask]

Reply-To:

Lactation Information and Discussion <[log in to unmask]>

Date:

Sun, 10 Jun 2001 08:46:53 EDT

Content-Type:

text/plain

Parts/Attachments:

Parts/Attachments

text/plain (65 lines)

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.  This
benefit of branding is lessened if the look and message change frequently.
It's much like Nike changing their logo every year because they are bored
with it...that would never happen.  They know that folks recognize their
"product" by the logo, in our case the product is breastfeeding and we should
be capitalizing on the use of a recognizable logo/program that is consistant.


We also know that families will be somewhat aware of breastfeeding as they
proceed through life but when they begin thinking about having a baby or
someone close to them is pregnant they tune into messages that are around
them in their community.  This means that they will look for that information
from sources that are familiar to them.  Again, "brand" comes into play. They
"know" that breastfeeding information is available because they have been
exposed to the "idea" of breastfeeding in the community at large. By changing
the "look" and "brand" of our breastfeeding programs frequently we lose the
power of branding by making it hard for the consumer to recognize our
information.

We, at Best Start, often hear staff tell us we need new posters, new
pamphlets etc. even though when questioned that same staff tells us that the
issues addressed are still valid.  The staff is "tired" of the same
look---however, they don't realize that they are dealing with a different
"audience" each day.  The woman who is pregnant for the first time sees the
educational materials for the first time, and if she has seen
TV/Radio/billboards she is seeing a "familiar face" that she already has
experience with and this builds trust in the information.  You don't need to
go to the trouble and expense of changing your "look" often when you are
dealing with a new audience each year.  Women who are having their second
baby return to the source of the good information they got the first time and
review the material they found so helpful the first time around.

As am example,  if I was to plan a WBW program I would use the existing
program as a base for the new celebration.  I would incorporate this year's
WBW theme into my existing "look" so that when my patients see the WBW things
that I have on display they would also see that it is from me by having it
look like our existing program.  That existing look is my program's "brand".
It's very interesting, actually, and guess who knows how to use this to their
own advantage!  The formula companies.

Linda J. Inglis, BS, IBCLC
Best Start Social Marketing
Breastfeeding Coordinator
Tampa, FL

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December 1995, Week 5
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