We know people do it without any incentive, often without any guidance, nearly always without any recompense. But why do employees choose to give brands free advertising" What's the quid pro quo? When you look at the outcomes of this work by smarp, perhaps there is a hidden benefit after all: it's about looking good, being useful. We're only human after all - and what better way to stand out from the crowd than to ride on the coat tails of a well-known brand or an expert in your field?