Warning: Your brand may induce vomiting.

Okay, hopefully not vomiting. But maybe greed, arrogance or gluttony. A recent study reveals that children are more likely to share candy with others when they see Santa’s cap. Apparently it’s a symbol that promotes the spirit of kindness and generosity. The mere site of a Toys ‘r Us logo has the opposite effect.

The best brands actually help bring out our better selves. They have a purpose beyond simply making money. And they understand the need to shift marketing efforts from a consumption-model to a contribution-model.

Don't stop at asking yourself what you want your customer to do. Ask yourself what you think your brand can help them become.