Brand Rainbow

Business Daily

By BBC World Service

Brand Rainbow

From Pride-inspired cappuccinos to LGBT supermarket sandwiches, you can’t walk down the street in some cities without seeing the multi-coloured marketing which symbolises the modern Pride movement. But is the promotion of the rainbow logo a step forward for diversity or a cynical corporate take-over? Elizabeth Hotson hears from flag-bearers at Pride in London and the event's director of marketing, Tom Stevens. Marketing strategist Sonia Thompson explains why authenticity is key to getting the message across. Plus Mark Sandys, global head of beer, Baileys and Smirnoff at Diageo, and Adam Rowse, managing director of branch banking at Barclays, explain how and why they get involved in LGBT campaigns. (Picture: Giant rainbow flag at Pride in London; Credit: Elizabeth Hotson for BBC)
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