Includes index.

Includes bibliographical references (pages 205-226) and index.

"In today's competitive marketplace, a brand must possess both a Big Story and individual stories that people connect to emotionally and viscerally. A brand, whether it's a company, a commercial product or service, a nonprofit, or an individual, can only break through when people believe and respect their story. The big story as well as each individual story must hit a nerve and be authentic. Brands must be socially responsible-it is not enough to peddle a product. People want more than the utilitarian benefit a brand might provide-they want to align themselves with brands that are responsible, ethical, and take responsibility for their messaging and actions. CSR and DEI are not merely acronyms to check off as part of the latest marketing campaign-brands must truly embrace these ideals. This book will show marketing professionals how to do so: the way to craft a story, how to connect with the audience, and embrace social responsibility throughout. It will include interviews with industry experts on each step of the process and the broader theme of shareworthy advertising"--