“Companies that do good are more likely to be trusted. Trust and reputation are precious commodities in today's market.”

Part Two: Chapter 5Inspire Brand Fanatics

By Craig Kielburger

The Beatles, Bieber, and … you? Purpose can make your customers superfans

Selena Gomez is casually perched on the edge of a stage, chatting with a stadium packed full of starstruck youth. It's WE Day Chicago 2015. At her side, a teen computer whiz types away on a Microsoft Surface. Gomez tells the rapt audience, “There is a brand new kind of world-changer out there and their first language is code. With me is Abril Vela.”

Abril moves her fingers swiftly. “I just wrote this code while we were sitting here. Why don't you finish it?” Gomez reaches over, types in a few letters. The message I <HEART> WE DAY appears on the massive screen behind the pair. The crowd erupts in cheers.

Abril is an alumna with Microsoft's Youth Spark program, which encourages girls to use technology to effect social change. But Gomez isn't a Microsoft spokesperson; we don't even know if she owns a Surface. Frankly, it doesn't matter. On that stage in front of thousands (and on the TV broadcast that aired later to millions), the celebrity with the most Instagram followers on the planet was an unofficial brand ambassador.1 Gomez showed young people how “easy” and “cool” (her words) it is to use technology to code, communicate, ...

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