The Susan G. Komen case was a perfect example of the consequences to an organization that is not strategic about communicating its brand. The Susan G. Komen foundation made a decision to cut funding to Planned Parenthood, believing most of its stakeholders were pro-life, partisan, and focused solely on advancing breast cancer research. The organization communicated its brand based on these beliefs when it cut funding to Planned Parenthood. Its CEO was forced to step down, as stakeholders lost their trust in the organization and the reputation of the brand faltered. Although the decision to cut funding to Planned Parenthood was reversed, the CEO’s resignation was a clear sign that the brand was severely damaged; the only clear solution was to remove the person who was associated with the tarnished brand. Since the organization allowed politics to become entangled with their mission, they have failed to regain the support they had in past. Rebuilding your brand is a lot harder than strategically communicating your brand the right way in the first place.