Will Smith is never shy about telling the world where he is from. "In West Philadelphia, born and raised..." certainly has contributed to his brand. But where is he now? At a time when a few words would go a long way towards ending looting and unrest, not a word from him. Associating with West Philly is convenient to build a brand, but when you live in Hollywood I guess it's off brand to help that same community when it needs it the most.