“And if you look at the reality in the United States, where you have more than 40 million people below the poverty line and 42 million on food stamps, and then you look at poverty around the world, clearly the way we're running the engine of capitalism is not serving us well.”
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The keys to brand success are self-definition, transparency, authenticity and accountability.
Corporate executives need to re-frame their responsibilities to include the interests of all the stakeholders in society at large not just shareholders, but also employees, the citizens of our communities, and those who care about the environment.
Corporations often partner with government after natural disasters, as many companies did in the aftermath of Hurricane Katrina in 2005. As a rule, however, long-term civic/corporate partnerships are still rare .But this need not remain the status quo, as many opportunities are available for such partnerships.
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.