01986cam a22003378i 450000100090000000300070000900500170001600800410003301000170007402000300009102000270012103500130014804000210016104200080018205000280019010000270021824500910024526000090033626300090034526400520035430000150040633600260042133700280044733800270047550400510050252009510055365000420150465000490154665000290159565500240162424168386US-DLC20260208130228.0250424s2025    nyu      b    001 0 eng    a  2025020019  a9780231217057q(hardback)  z9780231561518q(ebook)  a24168386  aaubengerdacau  apcc00aHF5415.1255b.L358 20251 aLanda, Robin,eauthor.10aBranding as a cultural force :bpurpose, responsibility, and resonance /cRobin Landa.  c2025  a2508 1aNew York :bColumbia University Press,c© 2025  a327 pages   atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references and index.  a""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.""-- 0aBranding (Marketing)xSocial aspects. 0aBranding (Marketing)xEnvironmental aspects. 0aArtificial intelligence. 0aPrint books.2local