Under a Blood Red Sky

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Amidst all the hoopla with Bono’s recent Chicago visit, I never would have guessed that he’d say something wise about branding:

“…Red companies will make some profit. Not as much as they would usually. But, we want them to prosper because it’s a long term fight with this illness. We don’t want to just put out some T-shirts and jeans and Motorola phones and Apple iPods for a year, get people on the drugs and then not continue with their treatment. Great brands always have an emotional component. We think we bring that with our brand to theirs.”

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