TY  - BOOK
AU  - Landa,Robin
TI  - Branding as a cultural force: purpose, responsibility, and resonance 
SN  - 9780231217057
AV  - HF5415.1255 .L358 2025
PY  - 2025///
CY  - New York
PB  - Columbia University Press
KW  - Branding (Marketing)
KW  - Social aspects
KW  - Environmental aspects
KW  - Artificial intelligence
KW  - Print books
KW  - local
N1  - Includes bibliographical references and index
N2  - ""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.""--
ER  -