Shareworthy

Advertising That Creates Powerful Connections Through Storytelling

Robin Landa, Greg Braun, David Lubars

$57.95

Hardback

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English

Columbia University Press
25 June 2024

Illustration & commercial art; Behavioural economics; Business communication & presentation; Sales & marketing; Advertising

"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 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. 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 like 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."

By: Robin Landa, Greg Braun
Foreword by: David Lubars
Imprint: Columbia University Press
Country of Publication: United States
Dimensions: Height: 235mm, Width: 156mm,
ISBN: 9780231208260
ISBN 10: 023120826X
Pages: 256
Publication Date: 25 June 2024
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Robin Landa is a distinguished professor in the Michael Graves College, Kean University. She is a globally recognized ideation and creativity expert, creative director, and design educator. Landa is the author of twenty-six books and writes articles for periodicals such as Fast Company, Inc., and the Harvard Business Review. The Carnegie Foundation counts her among the “Great Teachers of Our Time.” Greg Braun is the retired dep. global chief creative officer of Commonwealth/McCann and a lecturer at the University of Michigan in Ann Arbor. He was previously the executive vice president/national executive creative director of Innocean-USA and president of WPP’s PULSE. Braun led campaigns for brands such as Chevrolet, Toyota, United Airlines, Starbucks, and Hyundai and has created work for the Super Bowl, the Oscars, and the FIFA World Cup.

Reviews for Shareworthy: Advertising That Creates Powerful Connections Through Storytelling

"Page after page, Robin Landa and Greg Braun have produced a remarkably comprehensive and in-depth analysis of brand storytelling in a way that breaks down the lesson into simple, fundamental principles. Shareworthy is the essential cookbook of brand storytelling, laying out the necessary ingredients and proportions, while richly describing the satisfaction your finished product will deliver. Robin and Greg are Julia Child and James Beard in the brand marketing kitchen. -- Mark S. Robinson, author of <i>Black on Madison Avenue</i> In Shareworthy, two creative gurus offer an exploration of the human need for unique storytelling. This book is an absolute must for any person serious about connecting with consumers. -- Ross Chowles, Michigan State University The authors drive home the point that ""the next great advertising story may look nothing like advertising” and offer strategies for an adaptable mindset. Who knows what advertising will look like in the future? Shareworthy is a timely contribution—the authors not only meet cultural moments and address the impact of social media and AI, but encourage advertising creatives to think flexibly and partner together. Braun and Landa have an incredible collective expertise, which they share throughout this book. -- Meaghan Dee, Virginia Tech"