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.