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 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.
Rezensionen / Stimmen
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 lessons 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. Landa and Braun 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 experts offer an exploration of the human need for unique storytelling. This book is an absolute must for anyone serious about connecting with consumers. -- Ross Chowles, professor of practice in the Department of Advertising and Public Relations, Michigan State University The ultimate book for anyone who wants to create culturally compelling and captivating ideas that travel. To help you get there, Landa and Braun have assembled outstanding industry thought leaders to share their expertise and insights. This book delivers all you need to know to craft impactful work in tune with today's zeitgeist. -- Simon Usifo, former president and managing director, 72andSunny Amsterdam Robin Landa and Greg Braun have perfectly unpacked the creative mind, exploring not only why creatives stay curious but also how that curiosity can turn into meaningful connections between brands and their audiences. A good story in the right context will make for a great connection. Read it. Be curious. Build a culturally relevant brand. -- Harsh Kapadia, executive vice president and chief creative officer, MRM New York Who knows what advertising will look like in the future? Landa and Braun drive home the point that 'the next great advertising story may look nothing like advertising' and offer strategies for an adaptable mindset. Shareworthy is timely-the authors not only meet cultural moments and address the impact of social media and AI but also encourage advertising creatives to think flexibly and partner together. Landa and Braun have an incredible collective expertise, which they share throughout this book. -- Meaghan Dee, associate professor of graphic design, Virginia Tech An insightful exploration into the power of inclusive and resonant advertising, this book offers a roadmap for crafting shareworthy brand stories that captivate audiences worldwide. With actionable advice and compelling case studies, Braun and Landa illuminate the path towards responsible creativity, diversity, and authenticity in advertising. A must-read for anyone seeking to elevate their brand's impact and relevance in today's dynamic cultural landscape. -- Pancho Gonzalez, cofounder and chief creative officer, Inbrax In this useful guide, Landa (Strategic Creativity), an advertising professor at Kean University, and Braun, the retired chief creative officer of the advertising agency Commonwealth/McCann, expound on how to create effective corporate promotional campaigns. Recommendations for crafting "advertising stories" are pragmatic and specific. The book's highlight is the in-depth interviews with industry professionals. Advertising professionals will want to pick this up. * Publishers Weekly * A complete course of instruction under one cover. * Midwest Book Review * Recommended. * Choice Reviews *
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Verlagsort
Produkt-Hinweis
Illustrationen
Maße
Höhe: 235 mm
Breite: 156 mm
ISBN-13
978-0-231-20826-0 (9780231208260)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
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.
Foreword, by David Lubars, chairman and chief creative officer, BBDO
Acknowledgments
Introduction
1. Why Should a Brand Tell a Story?
2. It's Not About the Brand-It's About the Audience
3. Well, It Is About the Brand, Too
4. Can You Feel It? Brand Affinity
5. Beginning, Middle, and End (Or Not)
6. The North Star
7. Brand as Activist: Diversity, Equity, and Inclusion
8. What's the Next Story? How to Tell a Story Without a Playbook
Notes
Index
