How can a socially responsible business build an authentic brand for a more sustainable future? was a question poised by Raphael Bemporad and Mitch Baranowski in an article written in crswire.

Sustainability is changing the way that business is conducted, it is shaping the way that business is performed and practiced.

Bempored & Baranowski state that “sustainability requires a re-imagination of the art of branding - just as branding requires a re-imagination of the science of sustainability”.

Organisations that build and develop brands for now and the future have realised that branding is no longer about taking a visual commodity and stamping it with a logo and a slogan, these may have been the branding principles of yesteryear, however, successful branding principles for today are based upon a ‘new paradigm’ one that “delivers practical, social and tribal benefits and offers consumers authentic, meaningful and empowering experiences”.