Google "why brands fail" and you'll be rewarded with upwards of 18 million matches.

Given this abundance of expertise on the subject, you'd think creating bulletproof brands would be as easy as tying your laces. And yet, brands are crashing and burning as much as they always have. Probably more so.

Why? Well, the 5 or 6 articles I read on the subject (I didn't manage the full 18 million) certainly don't help.

Almost all focused on predicting what had already happened -- why brands had succumbed in the past. A bit like predicting someone's death after they'd died.

Truth is, it's much more difficult to point out predictors of future success. Especially in a world rocked by massive cultural migration, climate change, economic upheaval and revolutionary new forms of communication.

Having spent some time building brands at the intersection of sustainability, innovation, insight and design, I believe I've gathered some useful battle wisdom. I'd like to share it by describing five pillars I believe will help brands survive, and thrive in our brave new world.

1. Sustainability

I founded a green brand agency in the heady Al Gore days. At that time, I believed sustainability would become the brand megatrend of the 21st century.

I was right. And very wrong.

Sustainability does make business sense. In a world of diminishing resources, heightened environmental legislation and vigilant NGO's, it is a smart brand insurance policy.

But sustainability is also a political wedge. Mention green, and 50 percent of Americans run away, while the other 50 percent cringe and wonder how much more it will cost.

Smart brands like Nike believe the solution is to incorporate sustainability into their brands, but not use sustainability as a selling feature. If brands were an onion, you'd have to peel back a few layers to discover the green technology in Nike shoes.

This is smart for two reasons.

First, it prevents sustainability from upstaging the brand's key attributes. Nike's are about technology that enable athletic performance. Period.

Second, sustainability becomes a hidden reward for brand mavens to discover. They can unearth the sustainability story with a few clicks, then spread the news themselves. On the other hand, those wanting to lambast Nike for environmental omissions will be pleasantly surprised to peel back layer after layer of sustainability initiatives, culminating in the company's comprehensive Corporate Responsibility report.

2. Innovation

My green brand agency was acquired by one of North America's premier innovation agencies, which allowed me to work in a field that defines progress for business.

What I learned was that far too many companies are ill-equipped to produce a steady stream of innovation. Most approached it haphazardly ... there were a few pet projects in the pipeline, and little to no methodology for producing a steady stream of new products, services and business models.