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.
Whether you were talking about Pillsbury Burger King Godfather's the National Restaurant Association in each one of those situations I had a daunting problem that I had to solve. And I used the same business principles to approach the problem and more importantly solve the problem in every one of the situations.