Landa / Braun Shareworthy

Advertising That Creates Powerful Connections Through Storytelling
1. Auflage 2024
ISBN: 978-0-231-55734-4
Verlag: De Gruyter
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, 256 Seiten

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.

Autoren/Hrsg.

Landa, Robin

Braun, Greg

Weitere Mitwirkende

Lubars, David

Fachgebiete

• Geisteswissenschaften Design Typographie, Illustrationskunst, Werbegraphik
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation

Inhaltsverzeichnis

Foreword, by David Lubars, chairman and chief creative officer, BBDO
Acknowledgments
Introduction
1. Why Should a Brand Tell a Story?
2. It’s Not About the Brand—It’s About the Audience
3. Well, It Is About the Brand, Too
4. Can You Feel It? Brand Affinity
5. Beginning, Middle, and End (Or Not)
6. The North Star
7. Brand as Activist: Diversity, Equity, and Inclusion
8. What’s the Next Story? How to Tell a Story Without a Playbook
Notes
Index

Über Autor(innen)

Robin Landa is a distinguished professor in the Michael Graves College, Kean University. She is a globally recognized ideation and creativity expert, creative director, and design educator. Landa is the author of twenty-six books and writes articles for periodicals such as Fast Company, Inc., and the Harvard Business Review. The Carnegie Foundation counts her among the “Great Teachers of Our Time.”

Greg Braun is the retired dep. global chief creative officer of Commonwealth/McCann and a lecturer at the University of Michigan in Ann Arbor. He was previously the executive vice president/national executive creative director of Innocean-USA and president of WPP’s PULSE. Braun led campaigns for brands such as Chevrolet, Toyota, United Airlines, Starbucks, and Hyundai and has created work for the Super Bowl, the Oscars, and the FIFA World Cup.