I was reading this article (http://www.havasmedia.com/meaningful-brands) and I couldn’t help being struck by the fact that the vast majority “meaningful brands” spend money. Almost every top brand on this list spends scads of money building that brand. So many companies today think that they can achieve meaningful status by “being responsive” or “being social” or “having dialogues with their customers” etc. They forget that in most cases, that stuff is terribly important, but it just doesn’t scale. There is a lot to be said for mass media. The problem is that so many companies are abandoning mass media and it is dying and transforming – I fear that a terribly efficient tool won’t be around in the future.