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It’s no mystery that GE has seen a significant increase in brand value (over US$ 6 billion since 2005), while also seeing a commendable increase in ecomagination revenues (2008 revenues reached US$ 17 billion, an increase of 21 percent over the prior year). This is in large part due to a strategy that is focused on new green products.

Brands like Intel and Dell—both with a strong B2B component to them—are leveraging innovation and the power of their network of partners to lead the sustainability charge in the technology sector. Intel, by virtue of pioneering and setting industry standards, is a tour de force in the world of semiconductors. recently reported that Intel ranks number one on the EPA’s list of top green power purchasers among the Fortune 500. Intel also recently teamed up with Facebook to create the first application that redirects idle PC processing power to research programs aimed at fighting climate change.

Dell gets 100 percent of all the power it uses from renewable resources. Over 20 of its commercial client computers are ENERGY STAR 5.0 compliant, and Dell allows customers to tweak the components in their build-to-order systems for maximum energy savings.

The key is finding what’s right for your brand. At the end of the day, brands are measured against everything they do and say. A robust sustainability strategy that is well implemented and communicated (through brand as the filter) impacts brand value positively for B2B organizations.