There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns the challenge becomes what to do next?

there adage description dynamic between brands consumers connected through social media people support build brands launching community driven cause marketing campaigns challenge becomes

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Timothy Griffin Morning

I had someone call me this morning telling me they had somebody who would only work a certain number of hours a week because if they worked too many hours a week then they couldn't get their government assistance. And that person has multiple cell phones and gets them new every month with new minutes.

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