Recently I posted a quote from Paul Bennet, creative director at ideo. An incredible firm. His quote was really striking. And here's the expanded version from a Sept. 11 article in AdAge "Consumers have massively shifted in their expectations of productions, services and the marketing of them. Increasingly, companies are valued more for what they can offer tomorrow than what they can offer today."
In this vein, there is no other company that is taking their country by store more than Innocent Juices in the UK. Started by a bunch of ad guys and build off the premise that being healthy shouldn't be difficult. It's a mainstream cult. Their blog is a fantastic real time catalog of their manifesto. Spend some time with the company and you'll wish it was actually someone you knew. Check out their story. There are some you wish you could have over for dinner, and who will wake you up in the morning with a great smoothly to get over a hang over. Fab.