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Why Sleep Training Should Be Re-Branded

Why Sleep Training Should Be Re-Branded

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Brand managers and marketers recreate brand image by renaming products, especially if their products receive unfavorable press. Sometimes companies reinvent themselves completely by simply changing their names. So, I’m thinking it’s time to re-brand Sleep Training.

Seriously, think of Sleep Training as a brand. What do you associate with that brand? Do you have any favorable associations with their products? Let’s face it, sleep training has had some bad press, especially from Attachment Parenting enthusiasts. Critics argue that sleep training is cruel, and bleary-eyed parents won’t even consider it because of the negative press. They hear about Sleep Training’s “Cry-it-Out” (aka CIO) method and often plug their ears. How could parents leave their babies to cry, alone in their cribs, because it is more convenient for them? Why would they buy those products? I agree, it sounds terribly cruel!

But what if we re-brand Sleep Training and call it something like Sleep Soothing or ???

We sleep trained both of our babies at about 6 months. Yes, it was hard and yes, there were tears (mostly mine), but it only took 3-4 days each, our babies were constantly assured we were there, and I guarantee there would have been more tears had we not done it. Ultimately our babies learned, through a process of soothing and cooing and shushing and reassuring, that falling asleep and waking up in the night is normal, and nothing to be scared of!! 

If you teach your baby how to sleep, then s/he won’t be scared when they wake up and you’re not nursing or rocking or bouncing them. They’ll simply know that it’s normal, and roll over and go back to sleep, just like you do. 

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