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The TV Brand Builders

How to Win Audiences and Influence Viewers

Effectively create and maintain a brand in television broadcasting with this incisive yet practical guide to the marketing strategies behind some of the world's most successful ones.

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EAN: 9780749476687

Edition: 1

Published: 03 Apr 2016

Format: 234 x 156

328 pages

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About the book

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.

About the authors

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.

Andy Bryant

Charlie Mawer

Detailed Table of Contents

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)

Reviews

Jeremy Darroch, CEO, Sky plc

'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.'

Wayne Garvie, Chief Creative Officer, International Production, Sony Pictures Television

'Rich in anecdote, example and insight, this is an encyclopedic survey of the crucial role marketing plays in great content finding audiences. It is an essential handbook for anyone looking to build content brands in a transmedia age.'

Jennifer Gillan, Professor, English and Media Studies, Bentley University, and author of Television Brandcasting: The return of the content–promotion hybrid

'Two of the field's top talents draw a road map of the best routes to brand just about any kind of television content. In the process, Bryant and Mawer entertain and inform you with a wealth of case studies, peppered with amusing anecdotes and assessments by a host of industry insiders. Written in an engaging style, this book is a must-read for its concise history of the evolution of television branding from in-house afterthought to a booming, and often entrepreneurial, industry sector.'

Dave Howe, President, Strategy and Commercial Growth, NBCUniversal Cable Entertainment

'The TV Brand Builders manages to be both a weighty tome of real insight into the industry today, and a fun and gossipy read. Great case studies abound across the US market and it proves a valuable book for anyone wrestling with the challenge of finding and keeping viewers.'

Steve Kazanjian, President & CEO, PromaxBDA

'As entertainment marketing continues to evolve, we must adapt to thrive in this new dynamic landscape. Bryant and Mawer are true visionaries in our industry. The TV Brand Builders gives all brand marketers, regardless of expertise, the insights needed to drive not only viewership but, more importantly, the deep emotional bonds that are the underpinning of the world's most valuable entertainment brands.'

Paul Grainge, Professor of Film and Television Studies, The University of Nottingham, and co-author of Promotional Screen Industries

'The TV Brand Builders is a gift to students and media industry scholars seeking to understand the fast-moving world of television marketing. Brimming with insights, and written with verve, the book offers a compelling and clear-sighted account of TV promotion from leading practitioners in the field. Bryant and Mawer bring all their experience to bear in demonstrating the creativity and skill of TV brand building. A must-read for anyone interested in promotional screen culture.'

Walter Levitt, EVP, Chief Marketing Officer, Comedy Central

'The TV Brand Builders is comprehensive, well-researched and insightful - the definitive guide for anyone looking to build their career in entertainment marketing.'

Martin Lambie-Nairn, founder, Lambie-Nairn, and author of Brand Identity for Television: With Knobs On

'I don't think I have ever read a more comprehensive account of the craft of marketing in television. There are many inspiring examples within an increasingly complex industry, which makes this book really valuable, as it describes the landscape so entirely. Armed with it, perhaps the TV marketing and branding fraternity can bring simplicity, joy and fun to communications despite that complexity.'

Tess Alps, Chair, Thinkbox

'Was it ever true in TV that if you build it, they will come? It's certainly not so anymore in our exciting multi-screen, on-demand, dynamic industry. The art and science of TV marketing was never so vital, nor so full of possibility. But there are good reasons why it's still one of the most dysfunctional marketing jobs around, as frustrating as it is rewarding.
'This book, written by two people who have practised what they preach for many years at the heart of some of the most iconic TV marketing campaigns, is an absolute gold mine of best practice case studies, insider anecdotes and wise counsel. It covers every aspect of marketing TV, from channels to programmes, and from genres to sub-audiences. If you're trying to unpick your timeless principles from your seismic changes as you nobly serve audiences, producers and broadcasters, you'd be dotty not to have this book at your side.'

Lorraine Heggessey, Advisor, Channel 4 Growth Fund, and former Controller, BBC One

'A fascinating piece of television history that shows how marketers moved from being the monkeys to the organ grinders of the broadcasting world, this book will be enjoyed by broadcasting professionals as well as those who just love watching TV. The authors take us into the much maligned and misunderstood world of TV marketing, showing how this art will become evermore important as we move further into a multi-platform, on-demand age.'

Tim Lefroy, Chief Executive, Advertising Association

'Fragmented, segmented, bundled, unbundled, TV marketing today apes 3D chess. Thoroughly researched and wonderfully compiled, this book transmits a clear picture of advertising and marketing's special role.'

'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

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