Do good: embracing brand citizenship to fuel both purpose and profit

Pt. I. It's a brave new world. The new demand that brands make a difference

Balancing social and financial values : the new brand and business equation

Brand citizenship : the consumer-first model for doing good and doing well

pt. II. The path of brand citizenship. Trust: don't let me down

Enrichment : enhance daily life

Responsibility : behave fairly

Community: connect me

Contribution : make me bigger than I am

pt. III. Choosing change. Stepping forward into brand citizenship.