As defined in a dictionary Sustainability is the ability to exist constantly. As we examine the world today, the principle is applied to our world and our environment and the ability of the biosphere and humanity to coexist. What, however, is a sustainable brand? Obviously an attention to the environment is key, but what is sustainability from a brand and business perspective? On the 12th of February 2020 I had the privilege and pleasure of being invited to present a guest lecture at the School of Marketing at the Indian Institute of Technology in Delhi. The subject of my talk was “How to build a Sustainable Brand.