Saw this article today in the NYT….an overview of a new marketing campaign for TIAA-CREF. A cool idea from the financial services organization and its agency Modernista. As a non-profit provider to non-profits they’re aiming to leverage the idea behind the domain to separate themselves from the for-profit pack. Talk about owning a category benefit….and they have the muscle to do just that. In addition to the campaign they’ve launched a new site called powerof.org.