The Value in a Brand and Consequences of Change

Gilda Radner is a comedic legend whose life was cut short by cancer. As Saturday Night Live characters Roseanne Roseannadana, Baba Wawa or Emily Litella, Radner always found a way to make people smile. The original cast member of SNL passed away in 1989 from ovarian cancer, but her legacy lives on through Gilda’s Club, a non-profit cancer support network that was started by her friends and family.

Recently, some of the Gilda’s Club branches announced they would be changing their name to Cancer Support Community, including the Madison, Wisc., Gilda’s Club affiliate.

The executive director of the Madison affiliate explained that her organization decided to change its name to Cancer Support Community Southwest Wisconsin after it realized that most college students were born after Radner died in 1989.

“We are seeing younger and younger adults who are dealing with a cancer diagnosis,” the executive director told the Wisconsin State Journal. “We want to make sure that what we are is clear to them and that there’s not a lot of confusion that would cause people not to come in our doors.”

 

 

This decision ignited backlash from a number of Radner supporters. The Madison chapter’s Facebook page has been bombarded with comments filled with anger and bewilderment.

Other chapters, specifically the Nashville chapter, announced on its Facebook page on Nov. 29 that the local branch would not change the name. The page received numerous positive comments applauding the chapter’s decision. Sandy Towers, the affiliate’s founder, explained why it’s important to hold on to the name, Gilda’s Club.

We have been established in our community for almost 15 years, and there is value in the brand,” said Towers. “Having the name Gilda’s Club is special and unique. It is a personal connection that allows us to tell a better story and gives us the opportunity to explain who Gilda was and what we do as an organization.”

“When Gilda was diagnosed, she said cancer was a very unfunny topic,” continued Towers. “We deal with difficult issues here, and yet at the same time, there is so laughter and a whit and whimsy attitude that was a part of Gilda and is part of what happens here. Even though people are diagnosed with cancer, people can live with it. There’s a quality of life that can be had no matter the outcome.”

Towers and her local organization stress that Radner’s life represents a wonderful story of how she dealt with the cancer. The spirit of who she was is so important and valuable to the organization.

There is something to staying true to a brand and celebrating its legacy. No matter if it’s Susan G. Komen, The Mayo Clinic or Gilda’s Club, there is value to a brand’s name.

Other companies have received negative feedback when trying to change their image. Coca-Cola attempted to change its recipe and name to “New Coke”, but was faced with epic consumer fallout so it reverted to the original recipe and name three days after the change. In 2010, GAP introduced its redesigned logo on its website, only to receive nothing but criticism and complaints from the retailer’s customers. The retailer turned it into a positive by engaging fans, asking for suggestions and, ultimately, returning to the old logo.

Could the Madison chapter’s decision lead to a new generation discovering the comedic genius of Gilda Radner, in addition to newly found brand awareness of Gilda’s Club?  Can they make good out of a bad situation?

Only time will tell.

For your enjoyment, here is a glimpse of Gilda Radner’s life and one of her infamous skits.

 

 

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Facebook’s Zuckerberg Wears Hoodie to IPO Meeting: What’s *Your* Style Statement?

As Mark Zuckerberg turns 28 and gears up for Facebook’s initial public offering, he is also making headlines for another reason – his hoodie.

The Facebook co-creator and chief executive caused quite an uproar last week when he donned a hooded sweatshirt to meet with potential investors on Wall Street. News and opinions about the now infamous hoodie spread like wildfire, and it even has its own Twitter handle. Some say it was a lack of respect, a mark of immaturity, an act of rebellion. Others say it was sign of strength for the Facebook brand, a steadfast statement of individuality, a testimony to youthful self-confidence.

Zuckerberg hasn’t made a public statement about his fashion choice, and I am sure he won’t, but you have to believe that the billionaire knew exactly what he was doing when he got dressed that morning.

Branding matters, and that rings true for both companies and individuals. The way you present yourself can have a profound impact on the message you are trying to communicate. Make sure your personal appearance matches the image you want to project regardless of if it’s one of rebellion or one of respect.

After all, there is a lot of truth to the statement “image is everything.”

Twitter Launches ‘Brand Pages’ for Marketers

Twitter recently dove a little deeper into the branding game with the announcement of a brand page program on the social media platform.

New brand pages will allow advertisers to customize page headers to include its logo and tagline prominently.

Brands can highlight their best content by controlling the message visitors see when they first come to the brand’s profile page by the brand’s ability to continuously promote a tweet to the top of the page’s timeline.

The “promoted tweet feature” on pages will also allow visitors to instantly see the photo or video content linked from a tweet.

Among launch partners for the new program are Disney, General Electric, JetBlue, Coca-Cola, McDonald’s, Paramount Pictures and Nike.

Company Facebook pages are widely considered to be the secondary branded destination outside of company websites. Twitter’s brand page launch could be seen as a way of challenging Facebook and a similar launch by Google+ last month.

In addition to the brand page launch, Twitter also announced a major site redesign.