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.