文化をつくるブランディング：目的・責任・反響 Branding as a Cultural Force : Purpose, Responsibility, and Resonance

Landa, Robin

Columbia University Press（2025/12発売）

• 製本 Hardcover:ハードカバー版／ページ数 376 p.
• 言語 ENG
• 商品コード 9780231217057

Full Description

The most powerful brands don't just capture attention—they ignite change. Branding as a Cultural Force invites readers to reimagine branding as a force for good, one that shapes culture, sparks movements, and drives meaningful social impact.

Going beyond traditional branding, Robin Landa explores how companies play pivotal roles in shaping culture, advancing causes, and forging emotional connections with their audiences. While most branding guides focus on commercial success, this book emphasizes how brands can align with their audiences' values to drive social transformation. Through real-world case studies and practical strategies, it reframes branding as a tool for influence, advocacy, and activism.

A standout feature of this book is a series of exclusive interviews with leading voices in branding, design, and advertising. These creative professionals share how they craft resonant campaigns, establish cultural legacies, and stay grounded in core values, offering insights for building brands that stand for more than just profit.

Branding as a Cultural Force provides actionable guidance on telling authentic brand stories, aligning with consumer values, and creating shareworthy campaigns. With a distinctive focus on the intersection of brand purpose and cultural impact, this book challenges readers to rethink branding as a vehicle for systemic change.

Contents

Foreword by Leland Maschmeyer, co-founder/CEO of COLLINS
Introduction
1. Moving at the Speed of Culture
Interview: Gaëtan du Peloux, chief creative officer and co-chief executive officer, Marcel Paris
2. Differentiation
Interview: Nick Law, creative chairperson, Accenture Song
3. North Star Brand Construct
Interview: Nancy Crimi-Lamanna, chief creative officer, FCB Canada
4. Brand-Building Ideas
Interview: Ben Miles, chief design officer, APAC, R/GA
5. Designing Brand Identity
Interview: Joseph Han, executive creative director, COLLINS
6. Designing Brand Experiences
Interview: Layne Braunstein, creative principal, ESI | NBBJ & founder of Fake Love, a NYT Company
Interview: Giorgia Lupi, partner, Pentagram
7. A Brand Is a Promise Kept
Interview: Juliana Constantino, group creative director, Dentsu
8. Planet-First Brand Building
Interview: Pancho González, co-founder & chief creative officer, Inbrax Chile
9. 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 and Inclusive Solutions, Disney Advertising
10. Brand Building: Forging Emotional Connections
Interview: Ari Halper, global executive creative director and head of creative excellence, R/GA
11. Brand Building: Manifestos
Interview: Kristie Malivindi, creative director, Jones Knowles Ritchie (JKR)
12. Brand Building: The Power of Stories
Interview: Yousuke Ozawa, creative director, UltraSuperNew K.K. (Tokyo, Japan)
Interview: Emma Robbins, executive creative director, M&C Saatchi Australia
13. Social Impact
Interview: Karen R. Baker, CEO, Seven Concepts (Washington, DC)
Interview: Sadie Red Wing, assistant professor, Faculty of Design, OCAD University (Toronto, Canada)
14. Advancing Equity
Interview: Lesley-Ann Noel, PhD, dean, Faculty of Design, OCAD University, Toronto, Canada
15. Brand Building: Archetypes
Interview: Nijel Taylor, creative director
16. Connecting to Culture(s)
Acknowledgments
Appendix: Tool: Scrutinizing Archetypes
Notes
Index