The purpose of brand recognition is to influence long-term consumption, loyalty, and cultural identity–to influence how consumers think of ourselves and, in turn, what we do and what we support. Brands present niche markets with prepackaged symbols that enable consumers to express our lifestyles, dispositions, and ideals in terms of a cultural system that is easily recognizable and communicated. The Nike swoosh and accompanying “Just Do It” message taps into an important American belief about hard work and getting ahead that goes beyond the purchase of sneakers.
The branding of social issues works the same way. The color green represents a commitment to environmental sustainability. The green goods and services we purchase may, or may not, address environmental concerns, but the brand fosters an identity that resonates with the consumer’s desire to contribute in some positive way to the care of the environment. It is the idea of being green, of being part of the solution to an important social problem, which takes precedence.
Similarly, the pink ribbon that has been around for almost 20 years as the symbol for breast cancer awareness, has transformed into a logo for the breast cancer brand. Unlike the Nike swoosh, the pink ribbon does not represent a particular product or service. Instead the pink ribbon represents a concept, the idea that breast cancer is a vitally important cause and that supporting it (through consumption) represents good will toward women. Any entity that uses the logo absorbs this meaning. Organizations and corporations use the ribbon to promote commitment to the cause of breast cancer, which means loyalty to the brand and increased consumption. To this end, pink ribbon advertisements circulate widely in consumer culture. Walk into a grocery store, your local home improvement store, the KFC, or even the ATM at your bank and you are likely to see a pink ribbon during any month of the year.
The branding process blurs the distinction between the product/service (pink accoutrements/participation in pink events) and the consumer (someone who cares about the cause). In addition to fund-raising and awareness, the breast cancer brand offers consumers an identity of stylish social influence. We can think of ourselves as hip, altruistic, conscientious, and socially aware every time we buy or display pink. As Komen puts it, “If you like having fun and supporting a great cause, Passionately Pink for the Cure is for you! It’s as easy as planning something fun, inviting others to join you and raising money to fight breast cancer.” Advertisements from breast cancer organizations and corporations alike present the cause of breast cancer as a feel good lifestyle choice. Spend money, raise money, have fun, wear pink!
