We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.

We need to develop and disseminate an entirely new paradigm and practice of collaboration that supersedes the traditional silos that have divided governments, philanthropies and private enterprises for decades and replace it with networks of partnerships working together to create a globally prosperous society.

What today's business reality makes clear is that brands cannot survive in a society that is failing economically, socially, ethically, and morally.

Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.

The keys to brand success are self-definition, transparency, authenticity and accountability.

Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.

Non-profits must become deeply engaged in the ways that their donor communities are using social technology.