Prior to the internet, brand communication largely consisted of one-way advertisements. Today's online platforms allow for two-way interactions that enable consumers to define how brands can add value to their lives. In an era where the top 25 'meaningful brands' outperform stock markets by 120 percent-on par with top hedge funds-brands can use the internet to show what they stand for.

Gone are the days of brands-as-advertisers selling to passive audiences. Today, that audience...