Update: Your editor has invested in his first ever pair of running shoes. He couldn't quite explain to his chiropractor why he was jogging in basketball shoes and manifesting a pair of sore achilles tendons. Believe me, the cure was more painful than the cause.

To avoid future running injuries he will have to wear the correct brand of shoe. Using the wrong brand usually spells trouble. Big time!

In business, let's look at how partnering with the wrong brand could spell big trouble in today's...

Feature Article: Attack of the Brand Killers

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When One Hour Feels Like Ten...

I attended a conference breakout session branded as an author's workshop for communicating more effectively. The session I chose touched on providing value. The promo stated, "When you offer value, you are investing in 'unselfish self-promotion.'"

Instead the presenter explained how he became a business success from following the guidelines laid out in his book. In fact he had a half-dozen books facing up on the display table. We never received the effective communication value we were expecting. Too bad, the author looked sharp in his blue suit.

Scanning the entire room, the audience's body language said it all. They looked like they had attended the wrong session as characterized by an edgy silence. The speaker had to send out a helicopter search party to comb for audience questions.

Although the session was valuable—it wasn't what we had expected. A good rule of thumb is: Give your audience what they expect... and then some. That way, you'll have an interested group filled with rapt anticipation and eager participation.

Attack of the Brand Killers

Dear Associate,

I'm glancing through the local ad inserts from the weekly mail bundle and was taken aback to find Susan G. Komen flirting with Colonel Sanders. The campaign is called "Buckets for the Cure" and partners Komen—the largest grassroots cancer fundraiser—with Kentucky Fried Chicken. When you buy one pink bucket of the Colonel's finest, they will donate 50 cents to the Komen for the Cure Foundation.

All I could muster up was, "What the cluck?"

I don't have anything against KFC or their menu, but from an integrity standpoint, what does grease-laden, artery-clogging, nutrition-defunct comfort foods have to do with curing cancer? I mean isn't cancer a result of a toxic body? And doesn't KFC serve foods that increase the toxins in our bodies?

Many Komen donors and former supporters were also surprised at this fowl partnership:

"A classic case of fundraising undermining mission and of how branding is widely misunderstood in the nonprofit world. Every organization’s brand is what is does, not what it says."

Rebecca Leet
Nonprofit Communications Consultant

"I don’t see myself volunteering for Komen again. I’ve moved on to less pink pastures."

Bonnie Wahiba
Special Assistant to the President

"But the mighty do fall. I can’t fathom who suggested they take such a giant step backwards to reduce their impact with all current, past and future corporate alliances."

Barbara Southern
Organ Donor Center of Hawaii

Can you afford to make this same mistake?

Yet some of you are asking, "What mistake?" The Komen foundation stands to clear $8.5 million from the deal. And more women than ever will be aware and maybe even join the pink brigade. This is a brand awareness masterpiece in the making.

Ah, my young Padawan. This may hold true in the onset. But the critical question here is, "What do they stand to lose long term?"

Let's investigate how Komen's clawing, clucking and cackling with the Colonel couldn't save her from this PR quagmire:

1) Trust is everything.

Komen failed to convince its donor base that partnering with a fast food chain makes sense. People were livid. Credibility was lost. She has alienated her supporters.

2) Talk to me.

Komen remained in her coop. She hasn't addressed her supporters. Communication is key. A company spokesperson came out with what amounted to be a whitewashed response. Either defend your position or admit you goofed. Either way, your supporters deserve a response. And no: silence is not golden.

"Komen already missed the boat in trying to repair damage done with its silence and non-response."

Dee Boling
Tulane University

3) Sleeping with the enemy?

Komen damaged, diluted and disfigured her brand with this cantankerous affair. Will she continue forging questionable alliances in her attempt to educate and expand her market share? Unfortunately, we don't know. But she could have chosen a more suitable bed partner—one that doesn't muddy her message or gives notice that her brand's for sale.

Your brand doesn't get built overnight. It's a constant work-in-progress. Be adamant about who you partner with so you can avoid being a victim of the brand killers.

Warm regards,