I'm on a roll . . .
Consider these:
HSBC's www.yourpointofview.com
AOL's www.aol.co.uk/discuss
+ Bono's new "Red" brand - aimed at helping solve Africa's AIDS problem with the help of a credit card (AMEX), a pair of retro trainers (Converse) and some dodgy beige slacks (Gap).

What do you get?
You get where advertising is moving in the near future . . . you get Corporate Social Responsibility influencing mainstream marketing in a big way and making a big change for the global 500 . . . and as a part of this you get a bunch of blue chip brands all clammering to be the cleanest, greenest and zero-rated meanest of them all.
'Cos that's what the public like in a brand these days. We like to spend our money with companies who spend their money making the world a nicer place, and making their share holders pockets a nicer place at the same time . . .

this is getting interesting . . .