In the jargon of marketing, rebranding involves adjusting a product’s image and promotional strategy, the better to penetrate new markets or increase market share in existing ones. We can approach human milk this way, too, in an effort to shore up Mother Nature’s market share in the presence of the synthetic dream merchants, meaning purveyors of breast-milk substitutes which are intended for routine – as opposed to strictly emergency – consumption.
Learning Objectives:
Objective 1: The learner will be able to discover unconventional ways of thinking and talking about breastfeeding, including by borrowing from the jargon of marketing.
Objective 2: The learner will be able to grasp the relevance of three take-home messages which fly in the face of conventional wisdom – “breast is (not) best”, infant formula is not second-best, and it is not really women who breastfeed after all.
Objective 3: The learner will be able to appreciate how changing the way we think and talk about breastfeeding can contribute to achieving our common goal – making human milk once more an ordinary part of everyday life.
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