PSFK’s Good Brands Report 2009 highlights the fundamental ability by these companies to pursue their daily business commitments, be responsible, innovate, and be social while they retain Zen-like focus on what they’re about.

The report highlights several characteristics used to rate and rank the top 10 brands. Utility, experimentation, design, community and listening, to changing the model, going beyond the 30-second ad and prioritizing the environment all made the cut as desirable business traits and behaviors. Being helpful is the new black – utility is a call to operate as part of a system or context and understanding how to behave or your role and contribution within it.

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