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What’s the biggest brand promise your company could make at the intersection of business and sustainability? And what value-building possibilities could that open?

Sometimes what passes for a “brand promise” is really just a marketing slogan: “Coke adds life.” (Although there can be more there.)

Sometimes it’s a differentiating commitment—made to to both customers and associates—that requires creating a completely different way of doing business to fulfill: “Absolutely, positively overnight.”

Sometimes that different way of doing business is the doorway to massive impact and massive value.

And that’s where “sustainability” really gets interesting.