In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with its target audiences across media channels. People want more than a utilitarian benefit ― stories are ultimately what drive us to engage with brands. And we want to align ourselves with brands that are ethical and purpose-driven and that take responsibility for their actions and messaging. This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive ― and that audiences enthusiastically share. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.
Shareworthy: Advertising That Creates Powerful Connections Through Storytelling
Robin Landa and Greg Braun
$35
Columbia Business School Publishing
Available 6/25/2024
256 pages
