SUSAN G. KOMEN FOR THE CURE

A public crisis forced Susan G. Komen for the Cure to step back and take a hard look at its brand and the ways in which it chose to support other organizations. And one of the things its leaders learned was that the organization had essentially become a victim of its own marketing success. All people could see were the ribbons and the races; when in fact, no other organization over the last three decades fought harder to diagnose, treat and search for cures for breast cancers than Susan G. Komen for the Cure. The result was the “I Am Susan G. Komen for the Cure” campaign. On television, all across the Internet and in print, this campaign was more than moving emotionally—it also help move the brand back to the strength of its roots and central mission.

I Am

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