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.
I feel fortunate I have this amazing relationship with so many people in America because I was in their homes at a very private time of day. They probably might have still had their robe on and their slippers and haven't made the beds.
