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.

In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.

The currency of universal values make brands innately sharable.

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

There is an overwhelming amount of information available to us all on the web each day, not to mention what is shared with us by our family, friends, fans, and followers. This necessitates the need to filter through all that information and to decide for ourselves where to put our attention.

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.

Gluttony might be innocuous were it not for the fact that gluttons tend to disregard whether their self-serving behaviors harm anyone else. We don’t need to look far and wide to find examples of gluttonous behavior, as they are numerous throughout the history of capitalism.