Ana Couto’s influential work explores the shifting landscape of branding in a world where organizations must connect ever more deeply with consumers, communities, and their own internal purpose. Drawing on decades of experience in the branding field, the book presents both a conceptual revolution and actionable guidance, showing how brands can move beyond static visual identities to become dynamic, living entities that foster engagement, trust, and long-term value. Readers are led through the challenges and opportunities presented by digital transformation, changing consumer expectations, and the need for authentic, purpose-driven leadership in brand management.

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