With its roster of corporate sponsors and the pink ribbons that lend a halo to almost any kind of product you can think of, the Susan G. Komen for the Cure foundation has a longstanding reputation as a staunch protector of women’s health. That reputation suffered a grievous, perhaps mortal, wound this week from the news that Komen, the world’s largest breast cancer organization, decided to betray that mission. It threw itself into the middle of one of America’s nastiest political battles, on the side of hard-right forces working to demonize Planned Parenthood and undermine women’s health and freedom.

The Associated Press reported on Tuesday that the foundation is cutting off its financing of breast cancer screening and education programs run by Planned Parenthood affiliates. That means nearly $700,000 less for Planned Parenthood, which performed 750,000 such screenings last year, many thousands of them with money from the Komen foundation.

Mayor Michael Bloomberg of New York pledged to match up to $250,000 for Planned Parenthood, a generous move, although it addresses only one year’s financing. There was also an outpouring of support from small donors.

In addition to harming women, the foundation has also tarnished, perhaps permanently, its brand, symbolized by the pink ribbon that adorns yogurt cups and running shoes and tote bags and Federal Premium Ammunition’s pink shotgun shells. Companies like Ford Motor, Dell and Yoplait may not find the same value in identifying themselves with the foundation after its sharp departure from political neutrality.