Quite simply, in the deluge of social media channels and supposed 24/7 access to their audiences, brands have forgotten that task 1 is “DO, then SAY”

That cuts across the silos of Culture, Product Development, Advertising, Corporate Social Responsibility…ALL of it.

If they spent as much time and effort doing, instead of broadcasting or whitewashing they might just get the credibility and advocacy they so desperately covet.