Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.

What is sure is that technological change is accelerating in all directions and, like children playing in a fountain, consumers are reveling in the experience.

Radical transparency has an enormous impact on our personal lives. We can no longer share thoughts, quips, photos or personal opinions anywhere on the web without being mindful that they may turn up where we least expect it (notably job interviews, divorce proceedings or public media).

The currency of universal values make brands innately sharable.

Social media is not an end in itself. It's just another tool to reach people.

The false separation between living and giving must end.

CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.