October 13th is National No Bra Day, I say unto you as the branding gods douse themselves in pink and stand guard on the battleground. Waving healthy boobs at breast cancer isn't going to make it go away, but the NFL... as their pink sneaks run like hell for the win, will make a hefty donation to finding a cure. Misappropriation of money... Optional.
Pink. Pink Pink Pink. Ribbons. Sneakers. My FOOT, the sneakers. Buy it. If you buy it, they will create a cure. Because cures are made, not found. Just like brands are made. And in order to make things, you need money, which comes from the brand. Like a well oiled machine. Developed, thought through... tested. If you build it, he will come.... Even if we can't see the concrete model in action, something is working for the greater good—Just as long as the brand is accurate and not pretending to be a team player. We get it. Pink. Breast Cancer. Pink. Breast Cancer. Boobs. Personally, I don't care for the brand. Pink is too skinny of a color to go up against a monster -- my choice would have been steel or a cold hard silvery blue. Like a sword that stabs rocks and shit that you can't normally break. But, as the trends tell us, boobs equal girls and girls love pink... right? Check that one off in the girl power book. But really, are we going to shove our healthy boobs, bouncing around, smiling at unhealthy boobs in an effort to juxtapose with the mighty pink? I don't know about you, but I don't want my boobs to be the Pepsi of Breast Cancer. Can't we just find a way to fix Pink to make it work better and do more?
A few weeks ago I was getting my hair done and my shoes fell apart. Seriously. Old,
expensive shoes that are back in style -- I was so excited to pull them
out of the dust covered box, align them with my outfit and head
out to the salon. (Stick with me, I have a point... somewhere) Sitting
there with foils in my hair, the soles of the shoes just started to
crumble. My hair dresser -- also a great friend, started making jokes --
had I been walking through acid earlier in the day... Or perhaps I'd
created my own version of Soylent Green, right there in her spinney
chair. We were laughing as the black chunks of shoe landed on her white shiny floor... It occurred to me that the brand won me over and I thought I could pull it back out just like 10 years never happened.
Well. Something happened, so I attempted to call the company out of
curiosity only to find that the brand had been sold to 9 West where it
was now something else entirely and could I use a 20% off coupon for
another brand that might compare. But none of them did. So I walked home, uphill all the way, in a blizzard, barefoot.
Branding is a powerful tool, but in order for it to work accurately, it has to be in your face as much as possible, otherwise -- people will forget. And I hear you -- how in the name of all things CANCER, can we forget the BREAST? Are you kidding? I'm halfway through this post and I already forgot where I was going with this. We are bombarded with causes, gorilla marketing, interruption advertising, media, personal lives, this blog, and not to mention, boobs—Boobs are an entire industry powered by the brand giants of media, clothing, fashion, entertainment and dare I whisper... (porn...SHHH!). Pink is working. Hard. It needs to improve, but why don't we let it -- help it, update it -- insist that it does something instead of trying to compete with it. When brands change, go away for a while or, AHEM (the point the point!) get shoved into a shoe box for ten years while corporate mannequins and marvels alike take over the universe and change everything while building competitive brands, money is lost... which means our possible cure is at stake.
On October 13th, go ahead. Take your bra off. But don't be slighted when no one questions why you aren't wearing one... They probably won't be thinking about Breast Cancer because they will be too busy looking at your boobs.