The TV Brand Builders: How to Win Audiences and Influence Viewers

ISBN-13: 9780749476687 / Angielski / Miękka / 2016 / 328 str.

Andy Bryant; Charlie Mawer

Opis

The TV Brand Builders is the account of how the biggest television networks, channels and programs are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally-defining TV promos, digital and social media campaigns and design identities. Two leading practitioners interview 50 international industry experts to show how these favorite TV shows find an audience, and how the great TV brands are built. Examples drawn from major broadcasters such as Fox, AMC, and HBO, and popular shows including "American Horror Story," "Mad Men," and "Doctor Who" highlight the marketing, advertising, and design techniques that work best in TV.

The TV Brand Builders brings to life the launching of blockbuster dramas and the promotion of major sporting events, and covers from building online trailers to creating entirely new TV channels. It provides inspiration for all marketers to learn from the ways in which TV brands have harnessed the opportunities arising from the developments in online video, smart mobile devices, and social media. Practical advice and strategic insight is blended with insightful stories from the ratings front line, all supported by a video-rich stream of online resources.

Recenzje

"'The TV Brand Builders is an outstanding and in-depth examination of the craft of television marketing, full of insight, perspective and anecdotes into what really works and why. It is sure to become a must-read for all those wanting to understand what's important in today's rapidly evolving TV landscape. Bryant and Mawer combine their many years of experience to provide the reader with an entertaining and easily read journey into how to build a TV brand.'" Jeremy Darroch, CEO, Sky plc

Spis treści

• Section - 01: The context;
• • Chapter - 01: Marketing in the world of television;
• Section - 02: Building tv channel brands;
• • Chapter - 02: What's the point of a tv channel brand?;
  • Chapter - 03: Relaunching a tv channel: waving a flag on the horizon;
  • Chapter - 04: The 800lb gorillas: building a big broadcast brand;
  • Chapter - 05: The risk takers: building a TV channel brand with attitude;
  • Chapter - 06: Idents: giving a channel a personality;
• Section - 03: Building and promoting tv programme brands;
• • Chapter - 07: Marketing drama: glimpsing the future, unravelling the helix and speed dating;
  • Chapter - 08: Timing and other secrets: a guide to promoting TV comedy;
  • Chapter - 09: Selling the news;
  • Chapter - 10: Promoting entertainment shows: scrubbing the shiny floors;
  • Chapter - 11: Documentaries and reality: stories and storytellers;
  • Chapter - 12: Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion;
  • Chapter - 13: Marketing to children: nailing jelly to a moving train;
• Section - 04: Building brands in the age of online tv;
• • Chapter - 14: Storyworlds: blurring the lines between content and marketing;
  • Chapter - 15: Social media: from viewers to fans to friends;
  • Chapter - 16: The future of tv marketing: seismic change, timeless principles
• Section - Additional online-only chapter: TV channel design in a multiscreen world (online-only chapter at www.koganpage.com/TheTVBrandBuilders - please scroll to bottom of page and complete form to access)

O autorze

Andy Bryant is Managing Director of Red Bee, a London-based, internationally acclaimed creative agency specialising in marketing and design for entertainment and media companies. He is a recognised thought leader in his field and frequent speaker at leading industry conferences globally on TV brand strategy, marketing and creativity. He is Honorary Professor in Film and Media at the University of Nottingham. Charlie Mawer is Executive Creative Director of Red Bee, responsible for their global creative output. Acknowledged world leaders in channel branding and entertainment marketing, they have worked in over 30 countries with clients including the BBC, UKTV, NBC Universal and Fox, winning myriad creative awards including European Agency of the Year for four successive years. A BAFTA nominee and former Promax UK chairman, Charlie has lectured around the world including for a number of universities, TEDx, the BFI and D&AD.