In the pink is an understatement for this branding story
Colors as power apps are pretty hard to own. Yes, there’s the Gatorade green and orange and the FedEx purple and orange and the Coca-Cola red. But of the thousands of brands in existence there is one, in particular, for which a color has become almost unmatched in its power and a ubiquity as a key branding element – pink and breast cancer awareness. In my most recent column in Forbes online I write about how breast cancer awareness has become one of the most successful brand stories in recent branding history, and certainly in the category of cause-related marketing. The plot line of this story will ring true to those in the industry – follow the basic rules of building a brand and you’ll achieve a certain level of success. That pink now packs a punch far greater than almost any other color in raising awareness and action relative to this brand and its cause is what makes the story one for the books. I invite you to read this column and pass it along to anyone whose life has been touched, as mine and millions others have, by this topic.
image courtesy of MichiganMoves via Flickr