000 02275cam a2200361 i 4500
001 23477952
005 20251104150826.0
008 231221s2024 nyua b 001 0 eng
010 _a 2023053890
020 _a9780231208260
_q(hardback)
035 _a23477952
040 _aDLC
_beng
_erda
_cDLC
_dAU
042 _apcc
049 _aAlfaisal Main Library
050 0 0 _aHD69.B7
_bL366 2024
100 1 _aLanda, Robin,
_eauthor.
245 1 0 _aShareworthy :
_badvertising that creates powerful connections through storytelling /
_cRobin Landa & Greg Braun.
264 1 _aNew York :
_bColumbia Business School Publishing,
_c©2024
300 _a238 pages
_billustrations ;
_c25 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aIncludes index.
504 _aIncludes bibliographical references (pages 205-226) and index.
520 _a"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"--
650 0 _aBrand name products.
650 0 _aBranding (Marketing)
650 0 _aAdvertising.
650 0 _aStorytelling.
655 0 _aPrint books.
_2local
_94
700 1 _aBraun, Greg
_c(Writer of Shareworthy),
_eauthor.
942 _2lcc
_cBOOKS
999 _c607796
_d607796