How Brands Shape Culture (Not Just Sell Products) | Prof. Robin Landa

Prof. Robin Landa, Distinguished Professor at Michael Graves College within the Robert Busch School of Design at Kean University, explores the central ideas from her book, “Branding as a Cultural Force: Purpose, Responsibility, and Resonance.” In this episode of Business Talk, Prof. Robin Landa, Distinguished Professor at Michael Graves College within the Robert Busch School of Design at Kean University explains why branding has evolved beyond a commercial tool into a cultural force with real social consequences. Drawing from her book Branding as a Cultural Force: Purpose, Responsibility, and Resonance, she argues that the most powerful brands don’t simply reflect society; they can actively shape it by challenging harmful norms and making values-based commitments backed by measurable action. Through examples such as Dove’s long-running challenge to narrow beauty standards and Ariel India’s “Share the Load” campaign that surfaced invisible domestic gender inequities, she shows how brands earn credibility through long-term investment, internal change, and genuine community engagement, not trend-chasing or performative activism. She also introduces ideas like “emotional architecture,” where brands design experiences that foster belonging and community, and frames branding as a social contract that requires creators to anticipate unintended consequences and ask what companies owe to society. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music incorporated in this video is the intellectual property of its respective developer and is protected under applicable copyright laws. Notwithstanding that it is a free-to-use version, Business Talk, Global Management Consultancy, and Deepak Bhatt do not own, and expressly do not claim, any rights, title, or interest in or to this music. B. Prof. Robin Landa shared insightful perspectives from her acclaimed book “Branding as a Cultural Force: Purpose, Responsibility, and Resonance”, during her engaging conversation on the Business Talk podcast. The uploaded video contains copyrighted content, so changing any graphics, music, or on-screen appearance of the author or host is not allowed.