James Whatley: How do you make brands matter?

Do you, like Mastercard, decide to only give money to starving children when overpaid international footballers put one over the line?
Do you, like Lush, stick up for your long-held beliefs and standards and raise awareness about the hardly-heard-about Spy Cops enquiry?
Or do you, like Poundland, take umbrage at a poorly-performing brand taking your own perfectly fine operation and using it as a benchmark of poor standards - and rightly call it out?
The answer is yes and no to all the above.
In