Charity Begins at … the Marketing Meeting, the Gala Event, The Product Tie-In

Charity Begins at … the Marketing Meeting, the Gala Event, The Product Tie-In


shutterstock_56960860THE 2,100 GUESTS AT THE SUSAN G. Komen Breast Cancer Foundation’s charity gala in Dallas in October expected a luncheon. What they got was an extravaganza.

First, the chandeliers in the huge ballroom dimmed, leaving the spotlighted dais looking like an oversize movie screen. Then the trumpets of the 14th Marine Naval Air Station color guard blared, and a local R.O.T.C. Saber Corp. snapped to attention, weapons aloft in an arc over the steps leading from the stage.

As an announcer boomed their names, representatives of corporate America marched under those crossed swords to their tables. J. C. Penney. Pier 1 Imports. Tiffany. Ford. Each stared solemnly ahead. A few looked slightly mortified. Most wore a small pink ribbon pin on their blouse or lapel.

New Balance Athletic Shoes — which stitches a pink ribbon into the tongue of some of its footwear. Lifetime Television — which used the pink ribbon as part of its logo during Breast Cancer Awareness Month, in October. American Airlines — its ribbon can be found on its luggage tags. Titleist and Foot-Joy Worldwide — its version is imprinted on the golf balls of two of its lines. Later in the program many of those executives would bow their heads slightly, as medals of appreciation were placed around their necks. READ MORE