A Lesson from Linsanity

Jeremy Lin, the Harvard player turned Knicks sensation, has inspired "Linsanity" by his recent streak of phenomenal performance. The media coined the phrase. Lin earned it on the court.

In his recent Wall Street Journal article, Jason Gay insightful observed that "...'Linsanity' also feels like an organic, emphatic reversal of the contrived way stars have been packaged and processed, in sports and beyond."

I can't help but compare "Linsanity" to the Republican presidential candidates who are jockeying for their party's nomination. Every nuance of reputation is genetically engineered in spin-doctor laboratories. Any wholesome natural goodness or inspiration is removed by excessive processing.

In your media diet, which would you rather consume?

With no artificial ingredients, additives, re-engineering or continual processing, organically grown brands are a healthy alternative. They're also less likely to leave a bitter aftertaste.

Reputations are earned, not engineered.

In health care, effective brands are organically grown when a dedicated staff understands the unique attributes that make their organization successful and demonstrates them in everything they do.


— Tom DeSanto

Image: Google Images/ ABC News

Komen's Branding Nightmare

Two health issues that reach deep into the heart and soul of every woman are reproduction and breast cancer.

Two philanthropic brands that immediately evoke those issues are Planned Parenthood® and Susan G. Komen for the Cure.®

When Komen withdrew funding, loyal Planned Parenthood supporters expressed their outrage by demonstrating on the streets and blasting Komen in social media. Others immediately contributed toward replacing the lost funding.

Komen supporters also have intense brand loyalty. Where were they?

Even in the face of an epic error, Komen has earned enough goodwill to assuage disappointment and anger among its supporters. What Komen didn't generate was an acceptable answer for its actions. The inability to defend the decision seems to indicate that its leaders did not reach a solid consensus on how their decision might affect their supporters.

Many women were forced to choose between two impassioned issues and the brands that reflect them.

Planned Parenthood started out $680,000 in the hole from Komen funding cuts. Intense brand loyalty turned Planned Parenthood into a big winner with many new contributions and pressure that lead to the restoration of Komen funding.

An important lesson for all of us is to remember that brand loyalty is a powerful force. We must always remember to very carefully consider our supporters when making decisions.

—Tom DeSanto

Vinegar Valentines were popular at the turn of the century.
In honor of this Valentine's Day post, here's one for Komen.