02084cam a22003738i 4500 24168386 US-DLC 20260208130228.0 250424s2025 nyu b 001 0 eng 2025020019 9780231217057 (hardback) 9780231561518 (ebook) 24168386 au eng rda au pcc Alfaisal Main Library HF5415.1255 .L358 2025 Landa, Robin, author. Branding as a cultural force : purpose, responsibility, and resonance / Robin Landa. 2025 2508 New York : Columbia University Press, © 2025 327 pages text txt rdacontent unmediated n rdamedia volume nc rdacarrier 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.""-- Branding (Marketing) Social aspects. Branding (Marketing) Environmental aspects. Artificial intelligence. Print books. local 4 lcc BOOKS 608369 608369 0 0 lcc 0 0 AU AU GEN 2026-02-08 0 HF5415.1255 .L358 2025 AU00000000021304 2026-02-08 13:03:49 270.00 2026-02-08 BOOKS