Super Citizens

There was an interesting story in the London Evening Standard yesterday about how many people McDonald's educates.
The whole classroom, lessons, exams thing.
For a long time now, I've been looking at the rise of brands and the role they play in our everyday lives.
We rely on them for much more than just the products and services they sell.
There's the CSR programmes, the sports sponsorships, even their support for the arts (check out my friend Gareth's blog on how brands are helping fund the new Bond movie).
Did you know that McDonalds apparently teaches the English language to more people than our school system.
The responsibility placed on brands is enormous.
Especially since we seem to be losing trust in the old establishment.
Governments and organised religion - those old institutions that we followed and believed in - have been usurped by brands.
Obviously, not all brands are created equal.
There are some we trust more than others.
But the interesting thing for me is what the brands are doing with this trust, and how they're taking their involvement in various projects and initiatives to a whole new level.
It doesn't matter whether it's the broad brush stroke of Olympic participation, or the narrow cast reach of a local charity project.
They're interacting with consumers more than ever before.
And finding new ways to play a part in all our lives.
Before you ask, this blog is not sponsored by McDonalds.
Yet.