Does sustainability change the rules of branding? I believe it does and describe why and how in a guest column today for Sustainable Business Oregon. Here’s an excerpt:

In branding, the job of connecting emotionally is typically left to marketing and advertising. History suggests that works for many product categories where competitive differentiation is scant and great advertising is their only hope of making consumers care.

Once a company starts hanging its hat on sustainability, however, the rules change. Branding is no longer a game of emotions alone. It becomes a game of facts and emotions. That takes the practice of branding outside the narrow zone of marketing and advertising and into the broad realm of operations and employee engagement to ensure sustainability practices are, in fact, implemented.

My piece also includes the 10 steps to building a sustainable brand. Check it all out and let me know what you think!