The anatomy of a sustainable brand

Read the full story in GreenBiz.

The interaction between product and branding plays a crucial role in determining a sustainable brand.

A sustainable brand cannot exist if the product itself does not have any sustainability characteristics. Similarly, a sustainable product needs to differentiate in the marketplace through branding that resonates with the consumer.

This is at the heart of a sustainable brand – combining the sustainability of the product and the brand to create a unique sustainable brand value proposition and identity.

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