Rather than debate, delve deep and distil the one-liners (which are better regarded as positioning statements), we should see brand as the culture of the product, what it represents. Perhaps unobvious, but consumers are generally non-objective about their consumption but rely on how they sense the product and brand culture often frames these perceptions.

Further, brand culture is theorised to be particularly powerful when they represent some brewing counter culture as it promises exclusivity and perhaps, for the bourgeois bohemian, exclusion. Drawing a parallel, I view social entrepreneurship as as-yet mainstream (even President Jimmy Carter and Lord Anthony Giddens was checking up on it) and therefore presents an advantageous position for social entrepreneurs pursuing their cause.

Brand culture is built on stories, events, news, anecdotes, in essence, any form of medium which reinforces the reason for its acceptance. For social entrepreneurs, I liken it to a constant and keen sense of communication by the social establishments themselves, by the popular culture, by influencers (Social Edge and Participant Media) and by customers (in this case, beneficiaries like Fiona Muchembere who has moved me particularly). Brand stories girdle the brand.

In my view, brand building for social entrepreneurs is important but not just for those who want to reduce carbon emissions, end poverty or empower women but, instead, should be focused on the entire movement of making the world a better place. The more stories there are that contribute to the culture of making the world a better place, the better.

There is one disagreement though, the brand culture of making the world a better place should not and must not remain a counter culture for the sake of, as it were, brand-building efficacy. It must flourish and become mainstream so that it becomes an integral way of life, weaved into the very fabric of our societies. Indeed, every individual should develop the loyalty and ownership to the brand of turning the world around for the better.

My parting shot is encouragement to all bloggers on Social Edge, keep it coming! Brand stories girdle the brand.