PSFK lists some of the common characteristics among the ranked brands as:

Utility – Aim to enhance your usefulness for the consumer. In doing so, look not only at your product or service, but the eco-system that surrounds it.

Experimentation – Constant innovation is the essential element of growth. Continual- ly push the boundaries of your offering and create ancillary products.

Design – Premium aesthetics coupled with consistent delivery wins every time. A premium experience can be applied to any product or service, no matter where it sits on the price spectrum. Make your audience feel valued, encouraging them to include you as part of their identity.

Community and listening – Create a sense of community for your customers. Actively engage them and listen to what they have to say. They are the best source of guidance for improved service.

Change the model – Look at your consumers’ eco-system of needs and change your business model to suit them.

Beyond the 30 second ad – Of the top 100 largest advertising spenders in 2008, none of them made it onto this list. Instead of spending money on advertising, leverage the existing community that’s involved with your brand to promote your products and services.

Environmental priorities - Brands in the lower half of the list lose points prizing innovation over environmental responsibility. Build in sustainable practices wherever you can in your brand’s eco-system.

I think it’s evil to persuade kids to start smoking, to cynically manipulate the electoral or political process, to lie to people in ways that cause disastrous side effects. I think it’s evil to sell a patent medicine when an effective one is available. I think it’s evil to come up with new ways to make obesity acceptable so you can make a few more bucks.

… I’ve got a lot of nerve telling you that what you do might be immoral. It’s immoral to rob someone’s house and burn it to the ground, but is it immoral to market them into foreclosure? Well, if marketing works, if it’s worth the time and money, then I don’t think it matters a bit if you’re doing your job. It’s still wrong.

Just like every powerful tool, the impact comes from the craftsman, not the tool… For me, marketing works for society when the marketer and consumer are both aware of what’s happening and are both satisfied with the ultimate outcome.

I think Godin puts it best when he writes: “Just because you can market something doesn’t mean you should.”

Which is true for any profession – not just marketers – there is a responsibility inherent in all that we do, and like the painful lessons we’re learning from Wall Street, simply because something can be done, does not mean it should be done.

Originally written by Eleanor Roosevelt 60 years ago, it’s astonishing that less than five percent of the world even knows that the document exists. The message rings particularly true now and we’re proud to be associated with Seth, whose work enhances the Declaration of Human Rights with his motions graphics to spread the word to both the younger and older generations.

Via Cool Hunting

While talking about poverty is all fine and good, it’s worthless if it doesn’t lead to action. The worst thing that could happen right now is if you read this post and then went along without responding. This is the call for justice – how are you going to respond?

Personally, I sponsor a child in Kenya through an incredible organization called Compassion International, (they also have an excellent blog) I also really admire the work that Kiva is doing to provide microfinancing for entrepreneurs in developing countries and hope to eventually support their work.

This is a start, but there is so much more that we all can do.

If you’re not sure where to begin, consider checking out the tools provided by the fine folks at Socialactions, which does an awesome job aggregate social change platforms.

And just like the film, this campaign is a call and response - how will you respond?

Earlier this spring, I heard Eric Reynolds speak at the Q Conference about the Code of Corporate Citizenship. Reynolds spoke abou the code – originiated by Robert Hinkley – which essentially codifies a basic level of responsibility beyond just earning value for shareholders:

“The Code” is a 28 word phrase that he proposes be added to corporate charters in all 50 states. A social sector movement to change the laws governing all corporations in this manner is now in the early stages of development.

This phrase would be appended to the sentence in all charters that directs the officers and board of the corporation to conduct the affairs of the corporation for the financial benefit of the shareholders, period. Instead this sentence would replace the period with a coma, followed by the words – “… but not at the expense of the environment, human rights, the public health or safety, the communities in which the corporation operates, or the dignity of its employees.”

Perhaps it is naive to think that this code is feasible or pragmatic given the complexities of today’s market. But I can’t help but wonder if there is a simple yet practical truth to this Code that may have kept corporations from destroying the financial stability of consumers worldwide.

Created by Justin Dillon, the film brings together artists, politicians and entertainers to address the travesty that is the world’s blind eye towards modern day slavery. Dillon sent out an email to fans of the film today that I found inspiring:

A lot of people asked me recently about Open Source Activism.  What is it?  To me, it’s people getting together on an issue that they care about and doing something about it.  Everyone adds their own code, their own passion, their own talents. This weekend, your community gets to plunge into this movement by taking one small step – seeing a film. See what else people are doing at www.opensourceactivism.com

Last night, one of the C+R staff members pulled me aside and told me that we have received close to two thousand “bring this to my city” emails in the past couple weeks.  This is amazing!  Here is the deal:  We don’t have the money to buy traditional advertising. Even if we did, I’m not sure it would work at first. This is all about word of mouth.  We HAVE to succeed in these initial markets for the movement tol have the momentum to launch into virtually every city. Just like the beginning of any justice movement, this will succeed neighbor to neighbor,  city by city, state by state.  If Call+Response isn’t coming to your city this weekend, will you do me a favor?  Send a quick note to people who could buy tickets in a city in which we are releasing.  This is the only way we can make it to more theaters next week.

PSFK writes about What Kind of World Do You Want, a site that raises funds for: Augie’s Quest, Autism Speaks, Fisher House Foundation, Save the Children and Operation Homefront.

Organizations and viewers can upload their own videos (which are linked to the site’s charities) that explain what kind of change they want to see in the world. After viewing these calls to action, site visitors can donate money to the specific charity of their choice. The site was started by musician John Ondrasik, and has raised over $220,405 to date. Although the site could use an easier to use design, the idea is great. The videos give a face to charities in need, which could really help spur donations.

UPDATE – Similarly, YouTube has created their In My Name channel, dedicated to raising awareness around the United Nations Millenium Development Goals.

The good folks over at Comment were kind enough to publish my article on social media for social good this week. Here’s an excerpt:

Frederick Buechner once wrote that vocation is where your deep gladness meets the world’s great hunger. In pursuit of that satisfying alignment, social media is a powerful springboard to further discovering our roles in serving the world.

Hope you enjoy the article, and be sure to let me know what you think!

Casey Capalowe at GOOD Magazine recently connected with several students at VCU’s Brandcenter about a spot they’ve put together for the Choose GOOD campaign:

Tim, graduate student, VCU Brandcenter: “Khushboo and I came to the GOOD project mid way through our second year of graduate school. At the time we were both interested in creating a piece of communication for a company that contributed to society in a positive manner. Being a fan of GOOD Magazine prior to the project it was any easy fit for us. The donation through subscription model that GOOD has set up really appealed to us.”

Like Call + Response and The Girl Effect, Blog Action Day 08 is harnessing the networked power of people all around the world to raise awareness and inspire change. As these initiatives become more commonplace, hopefully they will also improve their measurement and report measurable results once the campaign is over.

Blog Action Day 2008 Poverty from Blog Action Day on Vimeo.