In an associated incident of Brand Tyranny, news reaches us of a school fundraising endeavour hampered by the Live Aid foundation brand police. Pupils at Stewarton Academy were all set for their â??Live Tradeâ?? event to encourage and promote Fair Trade in their school and community and timed to coincide with the G8 conference in Gleneagles and the Live8 concerts in London and Edinburgh. Unfortunately news of the event reached Geldof Towers and a request was made to change the events name for fear of damaging the Live Aid brand.