Brands must have a point of view on that purposeful engagement whether it's directed towards the environment poverty water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.
It's the same with visual arts you have some really cool wonderful striking images that make you think and then again you have wonderful striking images that just take you away from the existing world for a second. And I like the latter a bit more.