Seeing (RED)
Sitting at the intersection of globalism and humanity - Product (RED) preforms effortlessley because it has harnessed the power of the brand from the very start. It is an incredibly important development in the evolution of non-profits, global capitalism, branding, and consumer behavior.
Product (RED) is linked to the Global Fund - officially "The Global Fund to Fight AIDS, Tuberculosis and Malaria" (is it a rule that all non-profits or charities must have extremely long and explanatory names?). You could say that (RED) is like an extended capital campaign for the Global Fund, but it is much, much more. What (RED) has accomplished is to be it's own brand and its own business model.
In fact, the brand IS the business model. (RED) doesn't sell any of its own physical products, instead it lends its look & feel to companies who agree to support (RED) and in turn the Global Fund. Basically, they are selling their reputation and companies are buying an association, co-opting the qualities and values embodied by (RED).
Simple, seductive, and powerful.
