Panasonic, the Japanese multinational electronics organization, is in the process of reinventing itself. Incoming President, Kazuhiro Tsuga, has called for “a return to the basics,” putting customers at the heart of the Panasonic business and ruthlessly eliminating any measures that do not create value. From solar panels and lithiumion batteries to a full consumer electronics line-up equipped with “EcoNavi” energy-saving features, Panasonic boasts industry-leading technologies and is well on its way to achieving a key objective: becoming the number one greenest company in the electronics industry by 2018. Demonstrating this commitment, Panasonic’s Eco Solutions North America has joined forces with Renewable Social Benefit Funds (RSB Funds) to finance, build, and maintain solar photovoltaic projects in the public, private, and nonprofit sectors. Such performance around sustainability earned Panasonic the #6 position in Interbrand’s 2012 Best Global Green Brands report. By integrating and managing energy generation, storage, and use, Panasonic is aiming to offer comprehensive solutions that significantly reduce consumers’ impact on the planet, while simultaneously allowing everyone to enjoy a higher standard of living. It is a worthy goal, and one that combines Panasonic’s strengths into an offer that competitors will struggle to match. Panasonic has a wealth of good stories to tell, and a strong stance on corporate citizenship. Under its “Sharing the Passion” slogan, Panasonic served as an Olympic Partner during the 2012 London Games. The brand now needs a consistent approach to communications and dialogue worldwide.