"…why exactly does a soda belong on Facebook?"
Amen:
He is adamant that he doesn’t want yes men, willing to do anything that the client wants, but strong-willed, committed people who are unafraid to express an opinion: “You want an agency to act as your conscience,” he says, “to say “that’s crap, you shouldn’t do that, we’re not doing it”. We value them far more if they value themselves—if they just become doormats we lose respect for them,” he says.
From an article in BusinessWeek about Coke’s brand resurgence and the attitudes responsible. Everyone proclaims to have this mentality, but as one of those people with strong opinions, I know that it’s rare to actually see it in practice.