Recently I have been taking more of an interest in the ability of branding to embrace bigger issues such as social and environmental good. Its not an easy question to work out how marketing and sustainability can work together. To my mind its important, interesting and largely unwritten. All things that made me want to set up a new blog which you can find here. Funnily enough lots of the same thinking applies but a lot of the answers make more sense i.e. its just what brand marketing had been looking for... something to care about; I call it brand substance.