Shareworthy
Advertising That Creates Powerful Connections Through Storytelling
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- Pre-Order
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- Expected Jun 25, 2024
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- $16.99
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- Pre-Order
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- $16.99
Publisher Description
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.
PUBLISHERS WEEKLY
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. According to the authors, successful ads "are authentic to the brand's values" and should "change conversations" or "inform people about important issues." Emphasizing the need to address consumer sentiment, Landa and Braun share how Lysol overcame misgivings about whether its new laundry sanitizer would be too harsh by hosting a two-week "hospital for stuffed animals" that invited families to bring their children's toys for cleaning and repair. Recommendations for crafting "advertising stories" are pragmatic and specific (a good ad might include "an inciting incident that requires the protagonist to change" and should make viewers laugh, cry, or cringe), but the book's highlight is the in-depth interviews with industry professionals taking readers inside campaigns for Hyundai, Visa, and other major brands. For instance, ad executive Susan Young recounts how she created a Microsoft commercial showcasing a company program that helps women patent their inventions. Advertising professionals will want to pick this up. Photos.