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?

The truth is that our way of celebrating the Christmas season does spring from myriad cultures and sources from St. Nicholas to Coca-Cola advertising campaigns.

How one stands up to any sort of allegation in the heat of political battle reveals the strength and nature of your character. It's one of the reasons we have campaigns.

I respect and empathize with reporters and editors who must compete in today's environment. And I know full well that when I've been covering campaigns which I still do I've made my mistakes and have been far from perfect.

Nowhere has the political power of coal been more obvious than in presidential campaigns.

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly they are marketing ineffectively and secondly as a consequence their positive social impact is not maximized.

I'll never get out of politics. I have friends in public office. I have things that I want to do. You can't go back in life. I won't go back to the existence I had before of running a political consulting firm and signing up clients and advising campaigns in exactly that way.

We tend to think of politics as bad full of dirty tricks negative ads big campaigns but I am here to explore the original meaning of politics which is positive and has to do with balancing competing interests and looking for solutions.

Well I think money has been going into political campaigns for a very long time.

I know that campaigns can seem small and even silly. Trivial things become big distractions. Serious issues become sound bites. And the truth gets buried under an avalanche of money and advertising. If you're sick of hearing me approve this message believe me - so am I.