An age old dilemma, – which is more powerful and important – brains or beauty?  Would you rather be hideously ugly and brilliant, or stunningly beautiful and unable to carry a conversation?

Of course none of us really wants to be either of those things.  We want to be brilliant and stunningly beautiful.  And rich.  And happy.  And living on an island with a cabana boy named Juan who fulfills our every desire…

Maybe that part is just me.

We have all been lead to believe that we should want it all and that we can get it all and if we don’t want and have it all, there is something wrong with us.  However, I now have some scientific proof that the choice between brains and beauty is more real than you may have thought!

In late April, the Wall Street Journal published an article, entitled “A Case for those Extra 10 Pounds”, that said that, while the recommendations are to control calories and make healthy diet choices, it seems that there is actually some benefit that comes from being 10-15 pounds overweight.  A little extra weight can lead to a lower risk of osteoporosis and even make you look younger.

Bring on the ice cream!

Just as I was really settling into my celebration of the joys of science, a new study came out that says that extra fat is linked to smaller brain volume, and potentially linked to Alzheimer’s Disease.  Lucky for me and my desire to continue to eat ice cream, it is unclear whether smaller brains lead to extra fat or vice versa.  I am pulling for the first one.  The idea of fat causing my brain to shrink is disturbing in more ways than one.

So extra fat causes Alzheimer’s, and too little fat causes osteoporosis.  A little extra fat will keep my face unlined and youthfully full, but may cause me to eventually forget my name. Am I willing to give up the ice cream to reduce the risk of dementia?

Is it wrong that I am not sure which way to go on this?

As one who passionately builds brands for a living, it saddens me when I am forced to bear witness to the downward spiral of a once-strong brand.  The recent troubles faced by Tylenol and other huge brands from McNeil Consumer Healthcare bear witness to the fact that, while the identity of a brand can help bring a product to the heights of popularity, that same identity, when linked to negative events, can bring the product crashing down in the minds of consumers.

Tylenol has a long history of bumps in the road, starting with drug-tampering problems back in 1982, which resulted in the brand being held up as an example of what to do when disaster strikes your product.  Take responsibility.  Take Action.  Don’t make excuses.

The public was reassured by how the Tylenol scare was handled and sales eventually returned to the brand.  Tylenol came to mean a trusted and safe product once again.  And in a market with unimaginable generic competition, that trust went a long way toward making consumers feel like the branded choice was the right choice.

More recent troubles, however, cannot be blamed on nameless and faceless culprits who are threatening the safety of the American public.  This time the responsibility for manufacturing irregularities fall solidly in the lap of McNeil.  There is no denying that they must take responsibility, there is nowhere else to put it.  But the public is not so quick to forgive this time.

Part of the difference is that this time McNeil is truly to blame for the issue.  And the other part of the difference comes from how the world has changed in those intervening 28 years.  In the world of 1982, the news of the recall and corrective action came through formal channels and gossip about the problem was contained within neighborhoods.  In the world of 2010, news of the recall hit Twitter and Facebook long before it made the front pages of the newspaper or local news broadcasts.  Along with the immediacy of informing the public, McNeil was unable to control the message, and unprepared to deal with the fallout.  Their customer service resources were inadequate, their recall website not up to date, their response times were not up to snuff.

So now, in addition to being worried about the threat that recalled medications might hold for their families, people are angry that McNeil isn’t managing the situation as well as they could.  The brand is breaking.

As the process of restocking medicine cabinets with generic versions of McNeil’s recalled drugs is documented in minute detail via social media networks, more and more people see that generics offer safe, cost-effective alternatives to the branded drugs.  The more social proof that consumers see that the generics are just as effective, the more likely they will be to continue to eschew the branded products.  There is no upside of going back to Tylenol or Benedryl.  Those names are tainted with both the manufacturing issues (real or imagined, it makes no difference) and the customer service disappointments.

The bar for what consumers expect from a generic drug is much lower.  Does it work?  Does it cost less than the branded product?  Is it safe?  Customer service and advertising and image don’t enter into the equation for these purposes.

By dropping the ball so many times, McNeil is training consumers to be satisfied with a less impressive package.  It will be interesting to see if they are able to resolve and recover from this current crisis situation.  As surprised as I am to say this, my bets in this case are against the brand.

As we work with administrators to help navigate the world of Long Term Care it is hard not to be hyper-aware of our own mortality and the eventuality that we, too, are likely to reach a point where we will need some level of assistance in getting through the tasks of day-to-day living.  This awareness, combined with our mission to be a resource for those who serve the aging, means that our antennae are up for any news related to maintaining our bodies and minds well into our twilight years!

A New York Times review of the new book The Secret Life of the Grown-Up Brain caught my eye a week or so ago, and the author, Barbara Straunch, had some interesting insights to share relative to what middle-aged brains are actually good at, and how to keep our brains functioning well into the future.

• Our brains are still growing and developing far into adulthood.  Although we do have some compromises in short term memory (Where are my keys anyway? And what is your name?), the middle-aged brain is actually better in many ways than at any other point in our lives.

• Logic, creativity and social skills are all at a high point during those middle years.  Although you might not remember the name of the person to whom you are speaking, you will be an excellent judge of his character.

• We do not, as previously thought, actually lose brain cells as we age.

• Exercise and diet recommendations that benefit your heart are also likely to benefit the health of your brain.  Exercise in particular can actually help strengthen and grow your brain.  So get out there and start moving!

• Although there are benefits to making your brain work hard, crossword puzzles and learning a foreign language hold no particular magic powers in terms of maintaining the health of your brain.  Partaking in vigorous debates on subjects of interest can be just as helpful, so unless you just love the Sunday Times crossword puzzle, you can stop doing it!

• Meeting and engaging with people is healthy for your brain, and your mood!

It is so refreshing to hear that middle age is not necessarily the beginning of a slow slide into senility.  Staying engaged and active in life, both in terms of intellectual pursuits and social involvement, seems to be key to keeping your gray matter from graying.

I am hopeful that by maintaining an active life filled with fulfilling relationships, creative pursuits and lively conversation, I can remain one less consumer of Long Term Care services in New York!

I am admittedly not the trendiest girl around.  I don’t have designer shoes or a luxury car or get my hair blown out.  Actually, where I live getting your hair blown out means you drove with a window open, but I don’t do that much either.  The NYC crowd would have a field day with how un-cool I am with my suburban clothes and addiction to Dunkin’ Donuts iced coffee.  I am about as mainstream as they come, and for this I am generally unapologetic.  It’s who I am and I’m OK with that.

Although un-hip, I am quite interested in doing things to keep myself and my family healthy.  I try mightily to get my children to willingly eat vegetables. I don’t cook red meat. I choose fresh ingredients rather than food-in-a-box whenever possible.  I am embarking on an experiment to be a vegetarian, and I recently gave up caffeine for a month.  I am willing to try new things – within reason.

There was a recent article in the New York Times about the popularity of a fermented tea drink called kombucha.  Apparently this tea can do all kinds of magical things like re-growing hair, calming digestive issues and curing hangovers.  Those who drink it claim that it is quite delish.  Sounds good, right?  I’m in! I could be the first one in the suburbs to partake of this delightful elixir!  How do I get it?

This is where things get a little hairy for me.  Because kombucha is made by immersing a disk of bacteria into brewed tea and letting it sit, unrefrigerated, for up to two weeks.

A disk of bacteria.

In your tea.

On purpose.

I am so not down with that.

I understand the benefits of probiotics.  I eat yogurt (from the refrigerator, thank you very much).  But, I have to admit that I wouldn’t even drink the plain tea if it sat out for two weeks – and the introduction of the bacteria disk into the equation does nothing to improve the situation for me.

I suppose the nature of kombucha is essentially similar to beer.  Fermented substances in a drink are not that uncommon.  And yet, I can’t quite get my head around voluntarily introducing bacteria into a completely acceptable drink like tea.  I guess I don’t brew my own beer either, although I do enjoy drinking it.

There are packaged versions of kombucha available, including one made by Red Bull.  I am slightly more comfortable with the manufactured versions, mostly because I work under the assumption that beverage manufacturers are as terrified of being sued as I am of dying of kombucha poisoning.

I am a big sucker for slick marketing and putting anything, even something utterly disgusting, in a pretty bottle and giving it a fun name goes a long way to drawing my interest.  If I actually went out and purchased a Carpe Diem Kombucha, it would be an ultimate marking success for them.

Ooooo…pretty bottle….fancy name…who cares what’s in it?  I must have it!

I want to be cool and brave enough to jump on this bandwagon and give kombucha a try.  But the reality is that it’s probably beyond my capabilities to be that cool and brave.  And the Dunkin’ Donuts coffee is working just fine for me, thanks!