Many marketers would have you believe that it's all about building a brand image by messaging and clever tactics, but really it's what you do that is much more important.
I've previously highlighted No Impact Man's decision "to live in the heart of New York City while causing no net environmental impact." It has gained a lot of mainstream publicity and media coverage for sure, but the family are not celebrities and are seen as just regular customers in their local coffee shop. Except that they're not.
The woman behind the counter said to Michelle, "I just want you to know that you and your husband really make me think. I've joined an environmental group because of you and this week we're starting to compost." This woman, by the way, doesn't know about the semi-famous No Impact project. She just sees Michelle and I coming in most days, refusing to use disposable products.
People don't need to know your whole carefully-crafted marketing story. If it's encapsulated in what you do, they'll get the message.
Addendum: Perhaps this is an example of behaviour as social object.
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