Read about “Building a Generous Brand”
Check out John King’s article about Building a Generous Brand in Ad Age. This is a positive step, when an agency as forward-thinking as Fallon starts considering how brands can “give back.” This is also an excellent way of thinking about the dialogue that consumers really want to have—versus the dialogue marketers wish consumers wanted to have. Is this more evidence that the days of one-way messaging are going away? The danger is that the generous brand becomes just another manipulative gimmick. But in this new dialogical age, such chicanery will be found out, posted and soundly dressed down.
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conversation is an engine 
But wait--what do you think? Tell me: