Brand sound: Help Marketers Tell Story With Music Instead of Words
Người viết: Webmaster
20/04/2007
This is a question Paul Anthony likes to ask. The answer is not about so-annoying-they-stick-in-your-head jingles. And it's not about the random pop song used to make the heart race in hopes that it translates into excitement for a product. For Mr. Anthony, CEO and founder of Rumblefish, the answer should go a lot deeper. His solution is "sonic branding," and it's all about portraying the personality of a brand without words -- and
Marketers are struggling with new-media options, agencies are looking for relevance and the consumer is in the driver's seat. Yet to hear 4A's President-CEO O. Burtch Drake tell it at the American Association of Advertising Agencies' Management Conference at the Ritz-Carlton here, everything is coming up roses. "It's a great time to be in a great business," he said in his opening address, pointing out that in the 14 years he has been at the helm of the organization, he's watched recessions,
There is a rare breed of client out there in 2007: the one that commits to an agency through thick and thin. Look around. Read the recent articles in Advertising Age, The Wall Street Journal and others. The trend is disturbing. Agency-client relationships are shortening, averaging two years now. They're becoming project-based; retainers are being questioned and results constantly scrutinized. I just read that Kraft left JWT after 80 years. That's an amazing run.
In-house agencies give firms tighter rein on their ads, but lose the check of external perspective. As the marketing industry lumbers toward integrating the different marketing disciplines under one roof, the final barrier has already been crossed by some advertisers, which have opted to build advertising agencies into their marketing departments. The latest to do this will be MG. The marque, now owned by Nanjing Automotive, is in the final stages of negotiations with Room 251, an agency
News & Articles 
This is a question Paul Anthony likes to ask. The answer is not about so-annoying-they-stick-in-your-head jingles. And it's not about the random pop song used to make the heart race in hopes that it translates into excitement for a product. For Mr. Anthony, CEO and founder of Rumblefish, the answer should go a lot deeper. His solution is "sonic branding," and it's all about portraying the personality of a brand without words -- and
Marketers are struggling with new-media options, agencies are looking for relevance and the consumer is in the driver's seat. Yet to hear 4A's President-CEO O. Burtch Drake tell it at the American Association of Advertising Agencies' Management Conference at the Ritz-Carlton here, everything is coming up roses. "It's a great time to be in a great business," he said in his opening address, pointing out that in the 14 years he has been at the helm of the organization, he's watched recessions,
There is a rare breed of client out there in 2007: the one that commits to an agency through thick and thin. Look around. Read the recent articles in Advertising Age, The Wall Street Journal and others. The trend is disturbing. Agency-client relationships are shortening, averaging two years now. They're becoming project-based; retainers are being questioned and results constantly scrutinized. I just read that Kraft left JWT after 80 years. That's an amazing run.
In-house agencies give firms tighter rein on their ads, but lose the check of external perspective. As the marketing industry lumbers toward integrating the different marketing disciplines under one roof, the final barrier has already been crossed by some advertisers, which have opted to build advertising agencies into their marketing departments. The latest to do this will be MG. The marque, now owned by Nanjing Automotive, is in the final stages of negotiations with Room 251, an agency
