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.
People are roasting each other at parties at work events around the fire. It's so fun. People are busting each other's chops and it's a sign of affection truly. It's a true test of love and friendship: can you make a man laugh at himself? So what makes a good burn? Go after targets you love and respect. And hit 'em hard.