Audio Branding: Using Sound to Build Your Brand

ISBN-13: 9780749478575 / Angielski / Miękka / 2017 / 232 str.

Laurence Minsky; Colleen Fahey

Opis

Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (an warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.

Recenzje

"Audio Branding: Using sound to build your brand expertly combines the theory and practice of sensory branding in a guide that will be essential to every marketer. I highly recommend this book for your library." Martin Lindstrom, New York Times bestselling author of Small Data and Buyology

Spis treści

• • Chapter - 01: Wake up to the Power of Audio Branding;
  • Chapter - 02: Audio Branding in the Digital Age;
  • Chapter - 03: It's Time We Came to our Sensory Marketing;
  • Chapter - 04: Welcome to the World of Audio Branding;
  • Chapter - 05: The Search for your Sound;
  • Chapter - 06: What Gets Measured;
  • Chapter - 07: The Audio Branding Process;
  • Chapter - 08: How to Launch your Audio Brand;
  • Chapter - 09: Maintaining and Evolving your Audio Brand;
  • Chapter - 10: Music and Sound Design in Environments;
  • Chapter - 11: Glossary

O autorze

Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders. Colleen Fahey is a seasoned creative executive with deep expertise in branding and the multiple marketing touch points. She is the US Managing Director of Sixieme Son, the world's leading audio branding and sound design agency. Throughout her career, Colleen has worked for major marketing organisations on some of the leading brands in the US, Europe, Latin America and Asia. Dr. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is known to many as the author of what is widely recognised as the most authoritative textbook on marketing: Marketing Management, now in its 15th edition. He has also authored or co-authored dozens of leading books on marketing.