By Dominic Mason, Managing Director SEA, Sedgwick Richardson –
The idea of sustainability branding as a concept may seem contentious. For some, it carries connotations of greenwashing. However, just as strategic branding involves far more than logos and taglines, sustainability branding involves embedding robust sustainability strategies into businesses guided by brand purpose. Aligning brands to create shared value through substantive actions and initiatives is about impacting beyond surface-level communications.
As corporate Vietnam seeks to remain relevant in a rapidly changing world, sustainability branding has a role to play. By thinking and going beyond CSR initiatives and ESG compliance, Vietnamese brands can build the capacity to endure.