Customers are searching for greater leadership beyond your service or product offering — they are looking to brands to take on bigger issues and truly engage with them. In this podcast from September 2012, BrandingBusiness Foudning Partner Ray Baird talks with Derek Creevey, Executive Vice President at Edelman, to discuss how today’s media environment and customer demands are ever-evolving and how PR practitioners should be influencing policy and brand strategies for their clients. Creevey uses examples of companies that are effectively putting their purpose behind the brand and shifting from selling to enabling people to buy into that purpose.