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 felt very natural to me to write a Christmas song but at the same time I had to really put all sorts of pressure aside and just let the creativity flow and see what came out.