Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.

It is a truly powerful phenomenon when a brand makes a stand for what it believes in.

It is time for corporate America to become 'the third pillar' of social change in our society, complementing the first two pillars of government and philanthropy. We need the entire private sector to begin committing itself not just to making profits, but to fulfilling higher and larger purposes by contributing to building a better world.

Brands must become architects of community.

There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.

Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

The future of profit is purpose.