I think (RED) is genius

I think (RED) is very clever.

Their product branding is top class, differentiated and viral in its nature. But their real marketing genius is the business model. Buy stuff that you would buy anyway. And some of the money is used to help people suffering from AIDS.

Clear. Simple. Easy to understand. It's a great idea.

For example, if all else is equal among credit cards, I'd choose the (RED) American Express. They donate money each time the card is used. Good for American Express. Good for (RED). And it would make me feel good.

So why don't I have a (RED) credit card? Same reason I don't have any (RED) products. I can't get them here in Ireland. I've tried. I even tried to buy some GAP clothes but was unsuccessful. Although I used to have a very cool (RED) notepad that I picked on holiday in New York.