If A Brand Genuinely Wants To Make

There's An Adage That Is An Apt Description Of The New Dynamic At Work Between Brands And Consumers Connected Through Social Media: People Support What They Help To Build. But Now That Many Brands Are Launching Community-driven Cause Marketing Campaigns, The Challenge Becomes What To Do Next?

If Capitalism Is To Remain A Healthy, Vibrant Economic System, Corporations Must Participate In Taking Care Of The Society And The Environment In Which They Live.

Companies And Their Brands Need To Reach Out And Speak Directly To Consumers, To Honor Their Values, And To Form Meaningful Relationships With Them. They Must Become Architects Of Community, Consistently Demonstrating The Values That Their Customer Community Expects In Exchange For Their Loyalty And Purchases.

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.

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.