Shareworthy: Advertising That Creates Powerful Connections Through Storytelling

by Greg Braun and Robin Landa

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...

• Format: Hardcover
• Language: English
• ISBN: 023120826X
• ISBN13: 9780231208260
• Release Date: June 2024
• Publisher: Columbia Business School Publishing
• Length: 256 Pages