Susanne Braun; Tiffany Keller Hansbrough; Gregory A. Ruark; Robert G. Lord; Rosalie J. Hall; Olga Epitropaki Taylor & Francis Ltd (2024) Pehmeäkantinen kirja
Susanne Braun; Tiffany Keller Hansbrough; Gregory A. Ruark; Robert G. Lord; Rosalie J. Hall; Olga Epitropaki Taylor & Francis Ltd (2024) Kovakantinen kirja
Reiner Haffer; Angelika Becker-Kavan; Gregor van den Boom; Finn Brandt; Christof Braun; Volker Lindner; Elisabeth Schulz Handwerk + Technik GmbH (2017) Kovakantinen kirja
Reiner Haffer; Angelika Becker-Kavan; Gregor van den Boom; Finn Brandt; Christof Braun; Volker Lindner; Elisabeth Schulz Handwerk + Technik GmbH (2017) Pehmeäkantinen kirja
Reiner Haffer; Angelika Becker-Kavan; Gregor van den Boom; Finn Brandt; Christof Braun; Volker Lindner; Elisabeth Schulz Handwerk + Technik GmbH (2020) Kovakantinen kirja
Angelika Becker-Kavan; Gregor van den Boom; Finn Brandt; Christof Braun; Reiner Haffer; Volker Lindner; Monika Reusmann Handwerk + Technik GmbH (2020) Pehmeäkantinen kirja
Harro Heuser; R. E. Fullerton; C. C. Braunschweiger; Ebbe Thue Poulsen; Jean Leray; Gregers Krabbe; Anastasios Mallios Springer-Verlag Berlin and Heidelberg GmbH & Co. KG (2012) Pehmeäkantinen kirja
Matthias Antkowiak; Gregor Döhner; Eberhard Völker; Helen Stohr; Torsten Dressler; René Bräunig; Philipp Roskoschinski Baessler, Hendrik Verlag (2018) Pehmeäkantinen kirja
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.