Sonic branding: an introduction
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London
Palgrave Macmillan
2003
|
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/description/hol041/2003046970.html http://www.loc.gov/catdir/toc/hol041/2003046970.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010351891&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references (p. 170-174) and index |
| Umfang: | xxi, 179 p. Ill., graph. Darst. 24 cm |
| ISBN: | 9781403905192 1403905193 |
Internformat
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| 100 | 1 | |a Jackson, Daniel M. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Sonic branding |b an introduction |c Daniel M. Jackson ; ed. by Paul Fulberg |
| 264 | 1 | |a London |b Palgrave Macmillan |c 2003 | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of figures viii
List of tables jx
Foreword by Fru Hazlitt, Managing Director, Yahoo! UK Ltd x
Preface xii,
Le marque sonique xv
Acknowledgements xxi
Part One: What is Sonic Branding? I
Chapter I The opportunity knocks 5
Chapter 2 Jingle all the way I I
Chapter 3 What the movies did for us 16
Chapter 4 What is sonic? 23
Chapter 5 The sciency bit 27
The almond of emotion 36
Chapter 6 The three elements of sound 38
Voice 38
Ambience 40
Music 43
Part one: conclusion 47
Part Two: The Nature of Brands 49
Chapter 7 A historical perspective 51
Chapter 8 Brand and its symbols 54
Chapter 9 McBrands 60
Chapter 10 The essence of brand is belief 63
Chapter 11 Turning beliefs into brands 66
vi Contents
Chapter 12 Generating belief the greatest story ever told 73
Chapter 13 Any belief can become a brand 80
Chapter 14 Definition of a brand 86
Chapter 15 Branding 87
Distinct 87
Memorable 91
Flexible 93
Honest 95
Part two: conclusion 96
Part Three: This is How We Do It 97
Chapter 16 The sonic branding engine 99
Chapter 17 Brand brief 100
Royal Institution of Chartered Surveyors 101
Vizzavi (part I) 102
Chapter 18 Creative learning 104
Historical audit 104
Competitive audit 108
UK food retail I 13
Contextual audit I 14
Chapter 19 Moodboards I 15
Vizzavi (part 2) 118
Chapter 20 Identity 122
Chapter 21 Sonic language 124
Chapter 22 Sonic guidelines 129
Hello, it s me! 131
Choosing a voice 134
Chapter 23 Sonic logo 141
Direct Line 142
Chapter 24 Technical considerations 147
Chapter 25 Experience 149
Summary 151
Contents vm
Appendix: Dialogues 152
jon Turner, executive creative director, Enterprise IG 152
Sam Sampson, chairman, The Brand Union 154
Andrew Ingram, account planning director, Radio Advertising Bureau 155
Robbie Laughton, executive creative director, DAVE 159
Tim Greenhill, managing director, Greenhill McCarron 163
Ali Johnson, creative director, Sonicbrand 165
Glossary 169
References 170
Recommended further reading 173
Index 175
List of figures
I. I Sonic brand touchpoints 6
5.1 The outer ear 28
5.2 The inner ear 29
5.3 Left and right brain attributes 33
I I.I Belief 69
I 1.2 Belief becomes an idea 69
I 1.3 Brand stakeholders 70
I 1.4 Stakeholders share in the belief and idea Starbucks 71
I 1.5 Stakeholders share in the belief and idea abstract 71
12.1 Christianity as a brand 75
12.2 Christianity as a brand and experience 76
13.1 Sustainability requires a feedback system 84
14.1 The PEI/benefit brand model 86
15.1 Top ten brands 88
16.1 The sonic branding engine 99
22.1 Hypothetical model linking voice to listener s perception 135
viii
List of tables
19.1 Sample moodboard I 117
19.2 Sample moodboard 2 118
22.1 The four types of voice service 133
22.2 OCEAN personality profile model 136
22.3 Typical adjectives used to describe voices in the UK 137
22.4 The 14 vocal attributes 138
22.5 Contrasting two voices 139
22.6 Finding the right voice 139
23.1 Usage guidelines for TV 142
23.2 Usage guidelines for commercial radio 142
ix
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| isbn | 9781403905192 1403905193 |
| language | English |
| lccn | 2003046970 |
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| title | Sonic branding an introduction |
| title_auth | Sonic branding an introduction |
| title_exact_search | Sonic branding an introduction |
| title_full | Sonic branding an introduction Daniel M. Jackson ; ed. by Paul Fulberg |
| title_fullStr | Sonic branding an introduction Daniel M. Jackson ; ed. by Paul Fulberg |
| title_full_unstemmed | Sonic branding an introduction Daniel M. Jackson ; ed. by Paul Fulberg |
| title_short | Sonic branding |
| title_sort | sonic branding an introduction |
| title_sub | an introduction |
| topic | Geluid gtt Marketingmix gtt Advertising Brand name products Branding (Marketing) Music in advertising Markenpolitik (DE-588)4144679-3 gnd Markenname (DE-588)4114513-6 gnd Motiv Musik (DE-588)4694597-0 gnd |
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