Watch the followingSecret Deodorant - Building Brand. Secret Deodorant attempted to build a stronger connection to its brand by identifying itself with issues important to its consumers.

What do you think about this kind of Brand Building?Some people are supportive of large corporations taking a stand (and investing money) in supporting these issues; others feel that it is "exploitive" - using a real issue just to make themselves look good.

What do you think?Did you like the campaign? Do you support this kind of brand building through social cause?