Bono: Upcoming Election Great Opportunity To “Relaunch Brand USA”

“The whole world has a stake in how things turn out,” the Ireland native told thousands of Starbucks Corp. employees in New Orleans for a leadership conference. The coffee company and Bono’s (RED) label, which helps raise money for AIDS awareness in Africa, also announced a partnership Wednesday.

The singer talked about brands and what they stand for. In Starbucks’ case, he said some might see it as a place to hang out and get coffee — but that brand can also signify social responsibility.

The way the U.S. is perceived — “Brand USA” — also means something, he said. And it’s never been so closely watched, said Bono, who didn’t endorse either candidate for president.

Regardless of who wins, “it’s a great chance to relaunch Brand USA,” he said.

I have been sitting here desperately trying to figure out something funny to say about St. Bono talking about Brand USA at a Starbucks leadership conference in New Orleans while piously avoiding anything so worldly as a political endorsement, but I confess I find myself at a loss.