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HOW TO REPOSITION A BRAND CALLED ‘PEACE’

Can an ex-Coke executive and a new age guru teach the world to sing in perfect harmony by turning the peace sign upside-down?

By Jada Yuan, New York Magazine

The way holistic visionary Deepak Chopra sees it, peace has long been losing the marketing battle with war. War gets major federal funding, Army recruiting ads, and a nationally televised infomercial in the State of the Union address. Peace gets local news coverage of angry mobs waving signs. “Real peace isn’t antiwar demonstrations,” says Chopra. “It’s taking care of the environment, helping the poor achieve economic parity, making sure human rights are protected, and finding nonviolent means of conflict resolution.” He’s hoping his nonprofit Alliance for a New Humanity can turn “real peace” into a consumer trend.

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New York Magazine

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