AND, I think this is extremely powerful. I mentioned in a conference presentation a while ago that brands harnessing human power has an exceptional appeal when compared to companies adopting the brand power approach. While the latter signifies a passive communication, human power aims to unify and conquer with one common agenda. This sort of relational contract between fans and brands becomes mutually dependent. As a result, engagement occurs because it needs to, and not because it had to. Take a look at what Google+ has done for Manchester United fans. They created the ‘Front Row’ project which took on a less perplexing approach of acquiring fan support, yet a very impactful one.