Ceos Must Embrace The Role

Brands Are Facing A New Competitive Landscape In Which Self-definition, Core Values And Purpose Will Increasingly Define Their Ability To Reach Customers That Only Allow What Is Meaningful In Their Lives To Pass Through Their Filter.

Through Their Own Actions, Customers Can Hold Companies Responsible To Higher Standards Of Social Responsibility. Through Collective Action, They Can Leverage Their Dollars To Combat The Force Of Those Investors Who Myopically Pursue Profits At The Expense Of The Rest Of Society.

Integrate Purpose Into Your For-profit Business Model Through A Long Term Commitment To A Cause That Is Aligned With Your Core Values And Those Of Your Community.

Consumers Want A Better World, Not Just Better Widgets.

The Keys To Brand Success Are Self-definition, Transparency, Authenticity And Accountability.