Shareworthy : Advertising That Creates Powerful Connections Through Storytelling

ShareworthyAdvertising That Creates Powerful Connections Through Storytelling\nAuthor(s): Robin Landa, Greg Braun, David Lubars\nFormat: Hardback\nPublisher: Columbia University Press, United States\nImprint: Columbia Business School Publishing\nISBN-13: 9780231208260, 978-0231208260\nSynopsis\nIn todays highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audiences across media channels. People want more than a utilitarian benefitstories 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.\n\nThis 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 responsi.