Our very own Mark Beeching and Jeff Flemings recently published a piece on Active Branding at Mediapost. In classic blog style, I will now attempt to reduce their eloquent article to a single soundbite:
It's the credibility, stupid
What do i mean by that? Well, it seems to me that active branding is all about being credible, and being credible takes more than just messaging. You have to "walk the walk" too.