{"id":11185,"date":"2025-10-08T19:41:03","date_gmt":"2025-10-08T23:41:03","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/08\/worldbuilding-as-a-brand-strategy-how-craft-turns-audiences-into-lifelong-fans\/"},"modified":"2026-05-07T18:57:09","modified_gmt":"2026-05-07T22:57:09","slug":"worldbuilding-as-a-brand-strategy-how-craft-turns-audiences-into-lifelong-fans","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/worldbuilding-as-a-brand-strategy-how-craft-turns-audiences-into-lifelong-fans\/11185\/","title":{"rendered":"Worldbuilding as a Brand Strategy: How Craft Turns Audiences into Lifelong Fans"},"content":{"rendered":"\n

In a fragmented media landscape where consumer attention is fleeting, building a brand that lasts means going beyond campaigns: it means creating worlds that audiences want to live in. In this session, American Haiku founder and CCO Thom Glover joins Global Director, Lifestyle & Entertainment Marketing at New Balance, Tom Henshaw, to share how they\u2019re reinventing what it means to be a brand in culture today.<\/p>\n","protected":false},"excerpt":{"rendered":"

In a fragmented media landscape where consumer attention is fleeting, building a brand that lasts means going beyond campaigns: it means creating worlds that audiences want to live in.<\/p>\n","protected":false},"author":7,"featured_media":11186,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,7],"topics":[2],"class_list":["post-11185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"\nWorldbuilding as a Brand Strategy: How Craft Turns Audiences into Lifelong Fans | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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