Shareworthy

Advertising That Creates Powerful Connections Through Storytelling

De: Robin Landa, Greg Braun

Narrado por: Scott Carrico

In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their 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 listeners 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. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features candid interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns, as well as insightful case studies from major companies such as Amazon, Nike, the New York Times, and Dove. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.

The book is published by Columbia University Press. The audiobook is published by University Press Audiobooks.

©2024 Greg Braun and Robin Landa (P)2025 Redwood Audiobooks

Reseñas de la Crítica

"A complete course of instruction under one cover." (Midwest Book Review)

"A remarkably comprehensive and in-depth analysis of brand storytelling in a way that breaks down the lessons into simple, fundamental principles." (Mark S. Robinson, author of Black on Madison Avenue)

"An absolute must for anyone serious about connecting with consumers." (Ross Chowles, Michigan State University)