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Sonic branding : an introduction

Author: Daniel M Jackson; Paul Fulberg
Publisher: London ; New York : Palgrave Macmillan, 2003.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Brands have become very important as sources of value and as a means to build value and sustain market position. Much emphasis has been placed on the visual representation of brands. This book defines a new competitive arena in the creation and development of brands - sound.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Daniel M Jackson; Paul Fulberg
ISBN: 1403905193 9781403905192
OCLC Number: 52288642
Description: xxi, 179 pages : illustrations ; 24 cm
Contents: Part I. What is sonic branding? : The opportunity knocks --
Jingle all the way --
What the movies did for us --
What is sonic? --
The sciency bit : The almond of emotion --
The three elements of sound : Voice ; Ambience ; Music --
Part 2. The nature of brands: A historical perspective --
Brand and its symbols --
McBrands --
The essence of brand is belief --
Turning beliefs into brands --
Generating belief: the greatest story ever told --
Any belief can become a brand --
Definition of a brand --
Branding : Distinct ; Memorable ; Flexible ; Honest --
Part 3. This is how we do it : The sonic branding engine --
Brand brief : Royal Institution of Chartered Surveyors ; Vizzavi (part 1) --
Creative learning : Historical audit ; COmpetitive audit ; UK food retail ; Contextual audit --
Moodboards : Vizzavi (part 2) --
Identity --
Sonic language --
Sonic guidelines : 'Hello, it's me!' ; Choosing a voice --
Sonic logo : Direct Line --
Technical considerations --
Experience --
Appendix: Dialogues : Jon Turner, Enterprise IG ; Sam Sampson, The Brand Union ; Andrew Ingram, Radio Advertising Bureau ; Robbie Laughton, DAVE ; Tim Greenhill, Greenhill McCarron ; Ali Johnson, Sonicbrand --
Glossary.
Responsibility: Daniel M. Jackson ; edited by Paul Fulberg.
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Abstract:

Brands have become very important as sources of value and as a means to build value and sustain market position. This book defines a new competitive arena in the creation and development of brands -  Read more...

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'Defines a new competitive area in the creation and development of brand-sound. I actually believe this may be the first book on the subject.' - Keith Clack, The Bookseller

 
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