Cause Branding: Marrying Organizations & Issues to Strengthen Reputations

These days, it seems like everyone has a cause to promote and a soapbox on which to do it: Al Gore is saving the environment; Oprah is saving uneducated girls in Africa;

Angelina Jolie is saving the world. True, these people have limitless resources at their disposal, but the celebrity-ization of goodwill ambassadors is suggestive of how aligning

with a cause can galvanize a brand. Thus, we have cause branding.