When is a brand an asset, and when is it not?

When corporates are being forced to drop their brands through backward and punitive legislation, the argument that the brand has value is laughed at by the media and the left. And then a few days later, this happens:

Anger is building about the possible closure of a crisis helpline, which is used by more than 15,000 people a month.

Lifeline Aotearoa won’t be able to continue for much longer due to a lack of funding, and has twice been denied aid from the Government.

New Zealand Association of Counsellors president Robyn McGill says it will particularly be a struggle for troubled men, who make up twice the number of calls as women.

“We know that male responses to mental health services are very poor. They’re not the people to go and put their hand up and say, ‘I’m in trouble here. Things aren’t going well. I don’t know what to do.’ And yet they ring a crisis line.”

Lifeline believes it will be forced to close its doors next year after losing a government contract to supply counselling over the phone.

Instead, the Government has contracted Homecare Medical, a partnership between Pegasus Health and ProCare, to supply a new service that will also let users communicate via text, email, online chat and social media.

The new service will also take calls previously handled by Healthline and Quitline, as well as offer advice on gambling, alcohol and drug abuse, immunisation, poisons and depression.

Lifeline has been in operation since 1964. Ms McGill says the loss will have a huge impact, even if it is being replaced by another provider.

“It’s a brand that’s worldwide-known. If there are people that come to the country, they associate that as a caring, supportive service.”

Strange, isn’t it, that Coca-cola or McDonalds or Lion Breweries or Winfield are just worthless and unimportant logos that can be destroyed through legislation, but the loss of Lifeline as a brand will decimate its effectiveness and could lead to people not getting the help they need?


– Newshub

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