This talk reminds me of The Cluetrain Manifesto. Attempting to control the message, aka the brand, backfires. Employees doing good things builds the brand. It is especially the small things that count. Therefore, empowering employees to do good, altruistic things is really good for the brand. And those things may not even have to be part of the core business.
I am torn between official and unofficial directives not to assist our users in situations where I obviously can and wanting to feel like I am doing right by our users. It sucks to feel like I could be doing more. (So often I do, but superiors who rarely read this blog have no idea.) I just have to keep upholding our brand under the radar of the administration.
If the below video does not work, then try: Tim Leberecht: 3 ways to (usefully) lose control of your brand.