Branding for Sustainability: Five Principles for Leveraging Brands to Create Shared Value

By Raphael Bemporad and Mitch Baranowski

(CSRwire) Like never before, sustainability is transforming business practice and performance. Whether for efficiency, risk mitigation, government regulation, conservation or competitive advantage among increasingly values-driven consumers, sustainability is seeing its moment.

As more of the world's most powerful brands aspire to the same social and environmental values, business leaders and marketers face the new challenge of distinguishing their companies, products and services in an increasingly crowded sustainable marketplace.

So how is sustainability changing the rules of branding? How can branding advance sustainable practice and performance? And most important, how can socially responsible businesses build authentic brands for a more sustainable future?

We believe that sustainability requires a re-imagination of the art of branding - just as branding requires a re-imagination of the science of sustainability. The old branding paradigm stamped a commodity with a logo and a slogan, but we are champions for a new paradigm that delivers practical, social and tribal benefits and offers consumers authentic, meaningful and empowering experiences.

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