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

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Kogan Page Publishers, 3 avr. 2016 - 328 pages

The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes 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.

Written by two leading practitioners responsible for work as famous as the BBC One hippos, the creation of a TV channel called Dave and the re-launch of Doctor Who, and featuring interviews with 50 leading industry experts from 8 countries, from HBO to ESPN, from DreamWorks to CANAL+, The TV Brand Builders combines practical advice and strategic insight with exclusive stories from the ratings front line. Online resources include a bonus chapter on TV channel design in a multi-screen world, plus a 'Student and Instructor's Manual' with chapter summaries.

 

Pages sélectionnées

Table des matières

Part One THE CONTEXT
9
Part Two BUILDING TV CHANNEL BRANDS
27
Part Three BUILDING AND PROMOTING TV PROGRAMME BRANDS
119
Part Four BUILDING BRANDS IN THE AGE OF ONLINE TV
253
ABOUT THE AUTHORS
321
INDEX
323
Droits d'auteur

Autres éditions - Tout afficher

The TV Brand Builders: How to Win Audiences and Influence Viewers
Andy Bryant,Charlie Mawer
Aucun aperçu disponible - 2016

Expressions et termes fréquents

23 September Aaron Taylor accessed 10 August accessed 12 October accessed 23 accessed 5 November accessed 7 September advertising agency audience BBC’s brand identity broadcasters CANAL+ challenge Channel 4’s channel brands Chapter characters chief marketing children’s Comedy Central created creative director Dave drama entertainment episode ESPN example executive vice president Facebook fans film football FX Networks Game of Thrones genre global going interview 26 June ITv’s July Lambie-Nairn launch Lee Hunt logo Mad Men marketing campaign marketing team NBCUniversal Netflix on-air promotions on-demand on-screen Online president of marketing producer programme rebrand Reproduced by permission role season September 2015 social media stars Stephanie Gibbons storytelling storyworld Strictly Come Dancing Syfy tagline talent talk there’s trailer transmedia transmedia storytelling truTv TV bRAND bUILDERS Tv channel Tv marketers Twitter UKTv USA Network viewers watch YouTube

À propos de l'auteur (2016)

Andy Bryant is Managing Director of Red Bee, a London-based, internationally acclaimed creative agency. He is a recognised thought leader 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. 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.

Informations bibliographiques

TitreThe TV Brand Builders: How to Win Audiences and Influence Viewers
AuteursAndy Bryant, Charlie Mawer
ÉditeurKogan Page Publishers, 2016
ISBN0749476702, 9780749476700
Longueur328 pages
  
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