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" Creating a better world requires teamwork, partnerships, and collaboration, as we need an entire army of companies to work together to build a better world within the next few decades. This means corporations must embrace the benefits of cooperating with one another. "

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" It is time for corporate America to become 'the third pillar' of social change in our society, complementing the first two pillars of government and philanthropy. We need the entire private sector to begin committing itself not just to making profits, but to fulfilling higher and larger purposes by contributing to building a better world. "

Simon Mainwaring

World

Government

Time

" Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising. "

" The leverage and influence social media gives citizens are rapidly spreading into the business world. "

" Millions of people are falling out of the middle class into the ranks of the poor. "

" The United States is at a critical juncture in time. Our government is riddled with historic debt, and the limited resources of philanthropic and non-profit efforts cannot meet the scale of social challenges we face with necessary force. "

" Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals. "

" Like all technology, social media is neutral but is best put to work in the service of building a better world. "

" Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves. "

Simon Mainwaring

Need

Media

" As we all know, lasting relationships can't be rushed. "

" Work with your competitors when the interest of the community and planet are at stake. "

" Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter. "

" The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause. "

Simon Mainwaring

Value

Expression

" A world in which government is burdened by historic debt, philanthropy has limited resources, and the private sector is only interested in its own personal gain is simply unsustainable. "

" Everyone living under the social contract we call democracy has a duty to act responsibly, to obey the laws, and to abandon certain types of self-interested behaviors that conflict with the general good. "

" Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values. "

" When thinking through who to bring together to generate new ideas, it is more effective to combine specialists from very different and unrelated disciplines rather than a variety of people with different skills sets in the same field. "

" Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal. "

" 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? "

" It is a truly powerful phenomenon when a brand makes a stand for what it believes in. "

" The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise they just might find themselves shouting in a ghost town. "

" The role of social media is critical because it helps to spread cognitive dissonance by connecting thought leaders and activists to ordinary citizens rapidly expanding the network of people who become willing to take action. "

" Your computer needn't be the first thing your see in the morning and the last thing you see at night. "

" As more people use social media to tell the story of the future, the wants and needs of more people will be reflected. "

" Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace. "

" As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater. "

" There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers. "

" Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms. "

" Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy. "

" The keys to brand success are self-definition, transparency, authenticity and accountability. "

" The currency of universal values make brands innately sharable. "