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.

Probably the most visible example of unintended consequences is what happens every time humans try to change the natural ecology of a place.

Priests are not men of the world it is not intended that they should be and a University training is the one best adapted to prevent their becoming so.

I think it's brought the world a lot closer together and will continue to do that. There are downsides to everything there are unintended consequences to everything. The most corrosive piece of technology that I've ever seen is called television - but then again television at its best is magnificent.

What the mass media offers is not popular art but entertainment which is intended to be consumed like food forgotten and replaced by a new dish.