The Many

There are only two kinds of brands in the world: the generous and the greedy.

Generous brands give something real - courage, humour, truth, inspiration. They give and they receive, because it’s in their nature. Greedy brands simulate generosity. They only give so they can take. And people feel the difference.

The best advertising gives. Giving requires risk. Risk creates connection. Connection earns trust. Brands that don’t give don’t deserve a person’s trust.