Craig's efforts to accelerate the karma wheel pay off!

As consumers, purchasing is an essential act in our daily lives ” from pins & needles to tractors ” we go on buying till we can no more. Why? Either because we run out of money or a bad buy stumps us ” the boomerang effect of an act (karma) which leaves our lives disrupted. Thus, let us label all buys as a good or Su-karma (good-karma); bad or Dus-karma (bad-karma), & informed or BrandKarma (the best)!

Not aware of the third Karma? Founded by Sydney-based Craig Davis, BrandKarma is world first web-based brand-centric social platform that connects wisdom-of-crowds in rewarding manufacturers that treat the planet and its employees well, and penalize the ones who falter. It's a platform where people get to inform themselves, and to share their opinions about brands. On one hand where BrandKarma tries to make the manufacturers more accountable to all their stakeholders, at the same time it tries to share, amplify and mobilize people's opinions on brands to enable them to make better informed purchase decisions.

BrandKarma's mantra is simple: Help people help each other make better brand choices and encourage companies to be good to all their stakeholders". And this tweetspeak will amplify BrandKarma's efforts to make the world's people conscious buyers: "What kind of world do you want to live in? What kind of world do you want to leave your kids?" (Mar 20)

"Not all brands are made equal. Which brands have the best karma?" [Mar 13] "Which brands to buy, which brands to invest in, which brands to work for and which brands are good for the Planet?" [Mar 20] You decide at BrandKarma. [Mar 13]

Craig who believes that the people understand that "their purchase decisions have consequences" and are much better placed to answer that question than the regulatory bodies, academia and the corporate world alone. And so he tweets in addition: "Make the world better ' one brand at a time," in his same tweet (Mar 20). He hopes to create a fierce and fair democracy through BrandKarma where good brand behaviour (karma) is recognised and rewarded, and where bad behaviour (karma) is called out loud and clear. "In many ways it's an insanely ambitious project," Craig concedes.

"Get active guys. You need to be the change you want to see in the world..." ” the words of the ad man of Oz who spent a huge chunk of his life selling brands to people, and now hopes to pull down the buyers' rose-tinted perceptions about all brands and let people evaluate them in a more natural light on Brandkarma.

And to end our tale with Gordon McLean's comments on Facebook [March 24]: "Best of luck with this Craig. A potential World Changing idea. Awesome." Adgully "likes' it!!