Spot on. Best post in ages. Thanks!
One huge practical challenge especially for big brands in walking the talk is a siloed organisation. Marketing alone can’t turn a brand more human . It all has to start from the top and the new way of doing (not just thinking) needs to be infused in to the culture of the whole organisation. All departments need to be aligned behind the same goal and the same “no more ivory tower” mentality for those remarkable small acts to happen that can make a brand truly meaningful.