The British government is allowing its Change4Life logo to be carried on a variety of commercial products, not all of them supporting change for a healthier life. Mark Blayney Stuart defends it below in The Guardian, but I believe the Change4Life brand is hopelessly tarnished, emptied of meaning, with this level of dilution. Let me know what you think:
“With commercial brands now able to carry the Change4Life logo, a new avenue has opened for social marketing through brand partnerships. But, there has been some negative response to this innovation, claiming that the Change4Life brand has sold out to unhealthy brands and therefore that it is diluting its message.
There’s perhaps some truth in this, but it is arguably better to have companies engaged and supporting messages, than being in a position of opposition. People are always going to eat chocolate, but if the brand supports Change4Life and markets the chocolate as a treat to enjoy sparingly, then that’s good social marketing. In other words, effectively balanced third party endorsement is invaluable – whether through public-private brand partnerships or stakeholder support.”