000			02002nam a22001937a 4500
008			251008b |||||||| |||| 00| 0 eng d
020			_a9781398618992
040			_ctbs
041			_aeng
050			_aHD69.B7 _bF37 2025
100			_aFataar, Leila _926065 _eauthor
245			_aCulture-led brands _b: drive growth, build resilience and cultivate resonance _c/ Leila Fataar.
260			_aLondon : _bKoganPage, _c2025.
300			_axvii, 245 pages : _billustrations ; _c24 cm.
520			_aIn a world of relentless change and pervasive uncertainty, brands can only thrive if they become adept at reading and responding to cultural currents and signals. Today, cultural relevance is not just a marketing output, but a foundational element of successful contemporary business strategy. Brands no longer operate in a vacuum; instead, they are active participants in a global dialogue impacting culture and communities, both geographical and through fandoms. This book equips leaders with the tools to navigate this rapidly evolving business landscape, embracing uncertainty and harnessing cultural relevance to drive growth. Covering everything from marketing to commerce, innovation and creativity, political sensitivity and technology transformations all the way to diversity and inclusion, environmental consciousness and how to credibly leverage the influence of cultural voices, this book enables you to build a culture-led growth strategy and create a resilient brand. With real-world examples from brands like adidas Originals, Guinness and YouTube, this book provides a practical framework for embedding cultural relevance throughout your entire brand. It encourages leaders to rethink not just their external messaging, but their internal values and operations to create a culture-led branding and business strategy that is adaptive, authentic and accountable.
650		0	_aBrand name products _xSocial aspects _926066
650		0	_aBranding (Marketing) _xSocial aspects _98758
942			_2lcc
999			_c5022 _d5022