Brand Humility > Brand Attention
In my opinion, a sense of humility goes a long ways for brands.
They're not worried about getting credit or buying people's attention. They're genuinely interested in taking action based on their beliefs with the hope that like-minded people will come along for the ride.
They're not concerned with how bright the spotlight is. They're in it to add value to people's lives to the point of getting paid for it. How many times have you heard someone say, "If only ______ existed, I'd so pay for it!"
The most important decisions brands make happen when no one is looking. They're decisions made in partnership with their communities to make a product or service better (or even create something new). Once these decisions are made, then you might consider turning on the spotlight so people can see what you've done.