Cause Branding

I once heard legendary film director John Huston say something to the effect, “Great movie directing should be invisible. If someone in the audience ever tells you how great a particular shot is, then you’ve failed, because you’ve distracted them from the story.” Huston knew great shooting was there to enhance the film story, never to call attention to itself. I feel the same way about branding. ... read more

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