A brand, argues this whitepaper, is essentially a meaning-making system which generates and embodies a sustainable set of values which are embraced by its target audience. The real question people are asking of a brand is, what do you stand for? In the best-case scenario, the answer to this question compels people to want to join that brand’s culture. Here's how embracing "brand culture" can help strengthen your green-marketing message. (ID Branding) Download now (PDF)...