In an ever more crowded marketplace, successful brands of the future will be defined by their usefulness.

Increasingly what will set brands apart is not merely creating the tools that customers can use to solve problems, but solving those problems proactively.

Consumers are looking for, and buying, green products in ever-increasing numbers. If companies can dispel five common myths about green brands, they can enjoy brand and business advantage from sustainability.

With consumers, sustainability is a long-term, evolving change in self-definition and behavior. Utilizing a simply defined Green Brands framework to assess their category, marketers can understand the actions necessary to capture a brand advantage through both being, and being perceived as, sustainable.