Includes bibliographical references and index.

""For branding to succeed in the modern worldwide marketplace -- one shaped by evolving technologies and cultural priorities of the newest generations -- it must emotionally connect with people and be authentic, sticking to its brand promise and mission, while aligning with the values of its audience. Branding that will resonate today must prioritize cultural justice and Diversity, Equity, and Inclusion (DEI), be creatively eco-conscious, leverage the power of target audiences through participation and engagement, differentiate a brand or entity through outstanding 360À design, art direction, copy, and film, activate in hybrid worlds such as the metaverse, and leverage the power of Generative Artificial Intelligence to build engaging relationships with people. This book will serve not only as a how-to guide for brand strategy going forward, but also illustrate how brands can participate in and help lead cultural conversations.""--