By Becky Bohrer, The Huffington Post
NEW ORLEANS - U2 frontman and activist Bono said Wednesday that next week's presidential election provides a great opportunity to "relaunch Brand USA" amid worldwide scrutiny.
"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 the Global Fund that pays for AIDS programs 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.