“In 2012, growth is no longer a matter of market share. In a world dominated by constraint, the brands that grow do so by understanding and meeting more and more needs and producing products and services to meet those needs. Growth is about share of mind and wallet, not simply share of market.”

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“The most important, most effective, most impactful brands are those that have put petty competition behind them and embraced collaboration as an operating principle—it is their core DNA. These brands are clear about their ambitions and are not shy about seeking out others who share those ambitions. And with these partners they will pool resources to create a better future.”

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“THE MOST IMPACTFUL BRANDS HAVE EMBRACED COLLABORATION AS AN OPERATING PRINCIPLE.”

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“This isn’t CSR or even crowdsourcing. It is a smarter way of doing business…The most impactful see themselves as players on a wider stage, as needing to understand and interact with the other players on that stage.”

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“BE MORE LIKE (RED): Create an entirely new service or product with partnership as its proposition. (RED) pioneered a new model of charitable giving by harnessing the power of brands and consumerism to create partnerships for change. 100% of the funds generated by (RED) partners and events goes to global fund programes, which provide medical care and support services for people affected by HIV/AIDS in Africa. The (RED) system is designed for mutual benefit—brands get an elevated profile through the custom product design and the cause’s own marketing, and the effort generates a steady stream of revenue for the global fund, far exceeding traditional one-off payments from corporate philanthropy budgets.”