Cause Marketing

You've probably seen the (RED) campaign, led by celebrities like Bono, Oprah, and others, plus the huge number of retail outlets that support the cause. But despite having big names, the (RED) campaign has been turned out to be pretty much a failure. According web reports, despite having blown close to $100 million in advertising, marketing and branding, (RED) has only raised $18 million in funds for Africa. It's an interesting tale of a great idea gone wrong. My question isn't about the fact that ... read more