The TV Brand Builders: How to Win Audiences and Influence Viewers
- 6h 58m
- Andy Bryant, Charlie Mawer
- Kogan Page
- 2016
The TV Brand Builders is the account of how the biggest television networks, channels and programs 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. Two leading practitioners interview 50 international industry experts to show how these favorite TV shows find an audience, and how the great TV brands are built. Examples drawn from major broadcasters such as Fox, AMC, and HBO, and popular shows including “American Horror Story,” “Mad Men,” and “Doctor Who" highlight the marketing, advertising, and design techniques that work best in TV.
The TV Brand Builders brings to life the launching of blockbuster dramas and the promotion of major sporting events, and covers from building online trailers to creating entirely new TV channels. It provides inspiration for all marketers to learn from the ways in which TV brands have harnessed the opportunities arising from the developments in online video, smart mobile devices, and social media. Practical advice and strategic insight is blended with insightful stories from the ratings front line, all supported by a video-rich stream of online resources.
About the Authors
Andy Bryant is Managing Director of Red Bee and has established the agency's reputation as a leader in TV brand identity and promotion and as a pioneer in content marketing on moving screens. A frequent speaker at leading industry conferences including the European Broadcasting Union and PromaxBDA, Bryant has presented on TV brand strategy and creativity across Europe and in the US, Asia and Australia. He is an Honorary Professor of Film & TV Studies at the University of Nottingham and also an Independent Member of the Governing Council of the University of Sussex.
Charlie Mawer is Executive Creative Director of Red Bee, responsible for their global creative output. He has overseen complex network rebrands for the BBC, UKTV, Virgin Media, DreamWorks, NBCUniversal and Fox International and entertainment marketing campaigns including Doctor Who 50, World Cups, Olympics, RTE2, Universal Channel, BBC America and Comic Relief. Mawer’s many creative awards include PromaxBDA, Creative Circle, BTAA, D&AD and a BAFTA nomination. A former chair of Promax UK, he has lectured widely for Tedx , the BFI and D&AD, EBU and Visuelt. He has contributed to books on TV marketing, is a governor of a specialist digital academy and trustee of Riverside Studios.
In this Book
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Marketing in the World of Television
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What's the Point of a TV Channel Brand?
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Relaunching a TV Channel: Waving a Flag on the Horizon
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The 800lb Gorillas: Building a Big Broadcast Brand
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The Risk Takers: Building a TV Channel Brand with Attitude
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Idents: Giving a Channel a Personality
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Marketing Drama: Glimpsing the Future, Unravelling the Helix and Speed Dating
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Timing and Other Secrets: A Guide to Promoting TV Comedy
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Selling the News
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Promoting Entertainment Shows: Scrubbing the Shiny Floors
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Documentaries and Reality: Stories and Storytellers
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Faster, Higher, Stronger, Longer: The Hyperbolic World of TV Sports Promotion
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Marketing to Children: Nailing Jelly to a Moving Train
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Storyworlds: Blurring the Lines Between Content and Marketing
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Social Media: From Viewers to Fans to Friends
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The Future of TV Marketing: Seismic Change, Timeless Principles
