Last night saw the launch of the latest Superbrands book, which 'pays tribute to the UK's strongest business-to-business brands'. Google topped the main list but, for the first time there was a chapter on CSR. I represented Forum on the Advisory Panel that created the CSR shortlist and contributed the article that links 'Brands, CSR and Sustainability'.

What did we learn, apart from knowing The Cumberland Hotel has table-football in its event space?

1. It's good to see so many of our partners recognised as CSR Superbrands. Congrats to Alliance Boots, BP, BT, FirstGroup and RWE npower.

2. A separate section on CSR in Superbrands confirms that the issues are rising up company agendas and brands cannot be left behind.

3. Talking about 'CSR' felt a few years out of date. It was more difficult to talk about the leading edge of what our partners are doing: practical product and service innovation; changing business strategy to address sustainable futures; changing the core business through leadership.

In the future I expect that sustainability issues will play an integral role in the context of every company's brand. Either companies will ignore the issues, and risk their brand. Or they will use their brands to grasp the opportunity of sustainability.

Here's to a future where there is no separate CSR section - because sustainability is already part of the quality, reliability and distinction of true super brands.