Branding as a cultural force : purpose, responsibility, and resonance / Robin Landa.

Format:

Book

Author/Creator:

Landa, Robin, Author.

Language:

English

Subjects (All):

Branding (Marketing)--Social aspects.

Branding (Marketing).

Branding (Marketing)--Environmental aspects.

Artificial intelligence.

Physical Description:

1 online resource (x, 327 pages, 16 unnumbered pages of plates) : illustrations (some color)

Place of Publication:

New York : Columbia University Press, 2025.

Language Note:

English

Summary:

"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 360° 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."-- $c Provided by publisher.

Contents:

Foreword / Leland Maschmeyer, cofounder/CEO of COLLINS

Introduction

Moving at the Speed of Culture

Interview: Gaëtan du Peloux, chief creative officer and cochief executive officer, Marcel Paris

Differentiation

Interview: Nick Law, creative chairperson, Accenture Song

North Star Brand Construct

Interview: Nancy Crimi-Lamanna, chief creative officer, FCB Canada

Brand-Building Ideas

Interview: Ben Miles, chief design officer, APAC, R/GA

Designing Brand Identity

Interview: Joseph Han, executive creative director, COLLINS

Designing Brand Experiences

Interview: Layne Braunstein, creative principal, ESI | NBBJ, & founder of Fake Love, a NYT Company

Interview: Giorgia Lupi, partner, Pentagram

A Brand Is a Promise Kept

Interview: Juliana Constantino, group creative director, Dentsu

Planet-First Brand Building

Interview: Pancho González, co-founder & chief creative officer, Inbrax Chile

Audience-Focused Brand Building

Interview: Teresa Barreira, global chief marketing and communications officer, Publicis Sapient

Interview: Christina Carey Dunleavy, vice president of Entertainment Brand Solutions, Disney CreativeWorks, and Multicultural & Inclusive Solutions, Disney Advertising

Brand Building: Forging Emotional Connections

Interview: Ari Halper, global executive creative director and head creative excellence, R/GA

Brand Building: Manifestos

Interview: Kristie Malivindi, creative director, Jones Knowles Ritchie (JKR)

Brand Building: The Power of Stories

Interview: Yousuke Ozawa, creative director, UltraSuperNew K.K., Tokyo, Japan

Interview: Emma Robbins, chief creative officer, M&C Saatchi, Melbourne

Social Impact

Interview: Karen R. Baker, CEO, Seven Concepts, Washington, DC

Interview: Sadie Red Wing, assistant professor, Faculty of Design, OCAD University Toronto, Canada

Advancing Equity

Interview: Lesley-Ann Noel, PhD, dean, Faculty of Design, OCAD University Toronto, Canada

Brand Building: Archetypes

Interview: Nijel Taylor, creative director

Connecting to Culture(s)

Appendix Tool: Scrutinizing Archetypes.

Notes:

Includes bibliographical references (pages 299-318) and index.

Description based on publisher online resource; title from PDF title page (EBSCOhost, viewed May 12, 2026)

Other Format:

Print version: Landa, Robin. Branding as a cultural force.

ISBN:

0231561512

9780231561518

OCLC:

1564378836

Publisher Number:

4205197 EBSCO