It’s not enough to have a value statement, brands must advance a cause that will resonate with employees, customers and investors.

Milton Friedman famously said that the “social responsibility of business is to increase profits.” To many observers that is the accepted paradigm.

With few exceptions, most businesses throughout the world take a different view. Just look at the missions and value statements in annual reports. In most cases, firms have a social or environmental purpose alongside their mission of creating and marketing a functional offering and increasing sales and profits.

Read more from David Aaker in AMA here.