Brands Must Become Architects Of Community.

In Fact, I Believe The First Companies That Make An Effort To Develop An Authentic, Transparent, And Meaningful Social Contract With Their Fans And Customers Will Turn Out To Be The Ones That Are The Most Successful In The Future. While Brands That Refuse To Make The Effort Will Lose Stature And Customer Loyalty.

Perhaps The Most Powerful Lesson Other Brands Can Learn From Nike Is The Need To Act In Accordance With The Reality Of The World We Live In. In A Mutually Dependant, Intimately Connected Global Community Facing Several Major Crises, Brands Need To Operate With An Expanded Definition Of Self-interest That Includes The Greater Good.

The Companies That Make Meaningful Contributions While Also Listening To The Voices Of Others Are The Ones That Will Genuinely Engage Their Community, Who Will Then Go To Work For Them.

The Leverage And Influence Social Media Gives Citizens Are Rapidly Spreading Into The Business World.

The Simple Act Of Saying 'thank You' Is A Demonstration Of Gratitude In Response To An Experience That Was Meaningful To A Customer Or Citizen.