Brands are powerful instruments that may be used not only in business but also in politics, religion, charitable initiatives, and NGOs. Micro branding has become commonplace through social media and has helped many to fame and riches. There is little debate that brands are capable of yielding significant influence on their target audiences. This makes them highly sensitive agents of positive but potentially also negative or perilous societal change. All brands have self-expressive dimensions that constantly expose them to the cultural shifts that take place in our increasingly globalized communities. Human societies are in constant movement and to stay relevant, brands must move with the times. They must maneuver through these societal swings, adapting to evolving consumer needs, attitudes, and preferences. More than ever in our amorphic world, brands provide continuity and meaning through the values that they promote. A gifted power brands must produce ethically. Ethical branding implies three fundamentals: truth, transparency, and authenticity. This chapter highlights the transformative power that brands have on consumers and on society in general.