Commusication
Subtitle: from Pavlov's dog to sound branding
By: John Groves
Publisher: Oak Tree Press
Published: 2011
Place of publication: Cork
Language: eng
ISBN-13: 9781781190012; 9781781190005
Subjects: Music in advertising; Branding (Marketing); Advertising; Psychological aspects; Brand name products
Description: Sound Branding is both old and new. It is so old that the church has it and so new that it has to be explained to virtually every marketing or brand manager. While brands have spent considerable sums of money on visual branding, they have sorely neglected the way they sound, becoming the victims of unsystematic, unstructured and almost random use of sound and music. However, Sound Branding can increase the effectiveness and efficiency of brand communications, through a structured process of developing, implementing and managing the sound and music that a brand uses for its communications. M.
Notes: Includes bibliographical references and index.
Table of contents: title: Cover; Title; Copyright; Contents; 1 Introduction; It Started with Ice Cream Chimes; What is this Book About?; No Need to Re-Invent the Wheel; Ask Me Why; Who is this Book Written for?; Thank You; 2 The Senses in Communications; The Senses; Colours for Communication; Smell and Touch; Sound; Musical Associations and Triggers; Intuition; Nature and Nurture; Neurology and Health; Music in a Social and Political Context; 3 Music in Communications; The Starting Point; Defining 'Music'; Music's Capabilities; Point of Contact; 4 Music in Brand and Corporate Communications; Music as a Vehicle.; title: Making the MusicMade-to-Measure or Off-the-Peg?; Plagiarism and Music-Stealing; Choosing the Music; 5 From Branding to Sound Branding; Branding in General; Introducing Sound Branding; Sound Branding in Practice; Sound Branding as a System; 6 The Groves Sound Branding System; Overview; The Kick-Off Meeting; The Brand Audit; The Market Review; The Application Analysis; The Sound Workshop; The Creative Briefing; Sound and Music Production; Market Research; Sound Implementation; The Brand Sound Guidelines; Sound Tracking; The Process Wrap-Up; 7 The Brand Sound Elements and Applications.; title: The ElementsThe Sound Logo; The Sound Icon; The Sound Tattoo; The Telephone-Loop; The Brand or Corporate Voice; The Company / Brand Song; The Jingle; The Product Sound; To Conclude ... ; 8 The Future of Sound Branding; The Road Ahead; And Finally.