Judging by many of today's corporate taglines and promises, you would assume these inspiring sound bites belong to nonprofit organizations. Listen to just a few of my favorites from some of the world's most recognized brands:
"To inspire and nurture the human spirit"
"Your potential, our passion"
"To improve the lives of the world's consumers—now and for generations to come"
"To contribute to the overall health and wellness of our world"
These are not statements associated with just a social responsibility policy. These are core parts of mission and purpose statements proudly displayed on corporate Web sites. As today's brands attempt to differentiate themselves from their many competitors, more and more will attempt to be truly inspiring brands.
And why not? Companies who are genuinely converted from old-line commercialism to do-good capitalism are likely to find a powerful connection to the intellectual,...
