Annals Of Brand Marketing: Bono's Red
BrandWeek's Jim Edwards takes a look at the upcoming launch of Red in the US. According to Edwards, "Motorola, The Gap, Emporio Armani, Nike's Converse and American Express will jointly launch a new brand in the U.S. covering a range of their products in conjunction with U2 singer Bono in the fall. A portion of the sales of the brand, Red, will benefit The Global Fund to Fight AIDS, tuberculosis and malaria."
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