Companies who see Red see black
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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