Bringing this a step further, because of my experience in writing about the subject, I can speak with some expertise about subjects involving fear and bullying. Drill down even further, and one could say that as a fiction writer (someone who by trade interprets human interaction) I can provide a unique perspective on the subject that is separate and distinct from (but complimentary to) counselors/therapists/psychologists who approach the issue from a more analytical perspective.
Alexander's journey is all about perception. His response to the world around him changes as his understanding of that world evolves. Fearing the worst brings out the worst in him. With growing confidence, he not only becomes a better person, but helps someone else face his own fear.
One of the steps I've taken to develop my Brand is to contribute to Quora.com, "a question-and-answer website where questions are asked, answered, edited and organized by its community of users." In a few weeks time, I've become a "Most Viewed Writer on School Bullying" answering numerous questions about the nature of bullying. You can check it out here. Some questions were simple expressions of curiosity. Others, it seemed, express a real crisis.
My experience with Quora, and my evolving opportunities to publicly talk about fear and bullying has become more than simply a marketing game. It's an opportunity to reach out and make a difference.