If you didn’t believe that
social responsibility was cool, which is something we at
Medinge and
JY&A have been saying for years, then think again.
Breaking news at the CNN site today is
Bono and
Oprah promoting an
iPod where some proceeds go to
charity. And it’s not just
Apple Computer, either:
Dozens of “(Product) Red” items will go on sale in the coming weeks by Gap Inc., Apple Computer Inc., Motorola Inc., Converse Inc. and Emporio Armani.
Portions of the product sales will go to The Global Fund, an organization that fights AIDS, tuberculosis and malaria. We have Sir
Richard Branson pledging a few billion, and people like me doing their tiny bit. In any case, the
brands are being built, earning
consumer respect and affinity—just as we said they would when
Beyond Branding came out. And these companies’ shareholders are finding that doing the right thing and earning
profits aren’t mutually exclusive: the
media coverage alone has been significant.
Posted by Jack Yan, 01:18
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