purpose, responsibility, and resonance Landa, Robin creator author. text bibliography Print books. nyu 2025 monographic eng

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327 pages ""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.""-- Robin Landa. Includes bibliographical references and index. Branding (Marketing) Social aspects Branding (Marketing) Environmental aspects Artificial intelligence HF5415.1255 .L358 2025 9780231217057 2025020019 au 250424 20260208130228.0 24168386 eng