Live Strong: The Ultimate Directory of Live Strong Resources. Those at Nike who created the Yellow Bracelets seem to have succeeded beyond anyone's expectation. Fad marketing par excellence. Imagine if such ingenuity, and such astute understanding of group dynamics, were used to rally our nation for, say, social justice? In emails and comments on the phenomenon among progressives I detect two worldviews. One praises Yellow Bracelet marketing for getting results, money for cancer. The other disparages it for deepening brand culture, which can be dehumanizing. I visualize a Yellow Collar, worn around millions of necks, voluntarily purchased, with proceeds to poverty relief, inscribed: "WB: Live Free." Kerry and Bush both wore the bracelet. Would they wear the collar? And what is the difference at a buck each?