1) Stewardship: Corporations, and brands must strive to be stewards of culture, guiding people to better, more effective lifestyle enhancing products and services in a gut honest manner.
2) Communicating to people: advertising continues to speak at people; yet engagement means there is both speaking and listening, from both sides.
3) Sharing: what are you giving the people..?
4) Learn to lead: what makes your brand so special that people will follow…?
5) Be thankful: when was the last time that your brand thanked the people that consumed your service or product(s)..?
6) Tell Good Stories: what is your brand’s story, and can you tell the story in both long and short form, one sentence, or a whole book..?
6b) Will your brand’s story make people laugh, cry, get excited and consume, then become advocates for the brand…?
7) Be willing to die for the values your brand displays; stewardship implies your brand is protecting, teaching, caring, entertaining and offers (not sells) real value to people.
In part, sustainability means your brand(s) are communicating in real and relational speech, providing a quality service or product(s) that adds value to multiculturalism, your inclusive local, and or global market space.