In its paper “BRANDS THAT DO: BUILDING BEHAVIOR BRANDS,” OgilvyRED explains how modern brands take action to create value instead of just asserting the brand’s message and raison d’étre. The basic tenet is that marketing is a service that delivers real consumer benefits, such as mobile connectivity. This new way of thinking and acting as can also provide intangible (emotional, a marketer does not obviate the need to psychological) benefits. It also may establish and move toward a commercial not be limited to individual companies goal, albeit with greater transparency making investments in providing access to consumers. Brand benefits do not and connectivity, as it is likely more necessarily have to be directly tied to economical to form consortiums or revenue or margin (tangible benefits). They industry associations. 80