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 *********************************************** The LACTNET mailing list is powered by L-Soft's renowned LISTSERV(R) list management software together with L-Soft's LSMTP(TM) mailer for lightning fast mail delivery. For more information, go to: http://www.lsoft.com/LISTSERV-powered.html