South Africa, May 28 -- It was the English rock group Transvision Vamp that popularised the phrase 'I don't want your money honey, I want your love.' Although, we're all for (measured) idealism when it comes to love. In the world of branding, this just doesn't cut. Love and money are like two peas in a pod. People give their money to the brands that win their affections. What do people love more than their hard-earned money? Brands that make them feel good!

The way to a consumer's heart in our world today is through the creation of a purpose-driven brand identity. It's been proven - being a socially responsible company can bolster a company's image and make big bucks. Consumers today increasingly expect brands not just to have functional...