If you want to build a ship, dont drum up people to collect wood and dont assign them tasks and work, but rather teach them to long for the endless immensity of the sea. – Antoine de Saint-Exupery

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Theres 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? – Simon Mainwaring
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