01.15.10
Posted in Ads, Branding, Marketing Stuff at 5:43 pm by admin
You hear the word voiceover banded about a lot, but it helps to understand what people mean by the word voice-over. Essentially, a voice over is the voice of an undetected speaker. Voiceovers may be talking on the radio or on a television documentary. They are typically used in advertizing on a variety of audio or audiovisual media, e.g. radio, tv or the web.
The performer of a voice-over is termed a voice talent or voice actor. Good voice over artists are highly gifted people who take you in, throw in life into the script and engage your mind. They may only be used to direct your telephone call or to tell you a story or to inform you - but they do it with charm, enthusiasm and skill. If you engage the services of a good voice talent, you will find that they take your direction and criticism well as they look at your sales copy or playscript and transform it into a performance to be proud of. When vendors make the decision to hire voice over talent, they are not looking for just anyone — they’re searching for a professional. It’s true that the correct voice actor or actress for your project can promote the effectiveness of your commercializing staggeringly, but that means that you have to put forward the effort to tell apart the wheat from the chaff and choose the candidate who is truly the best equipped for the task. No matter the precise nature of your project, there are are several fundamental qualities that you will want to find in a professional voice actor. The task of finding a high end voice talent involves executing a few fundamental principles. Ensure that you understand what a voice over artist is and the language that they use to depict themselves. Then learn what sort of work decent voice talents attempt and use that work to judge who you should bring in to your task. Hopefully, this article has helped you in that enterprise.
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01.10.10
Posted in Branding at 2:57 am by admin
Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. In the same way could brand B be an elderly, conservative and relaxed man. The brand can also have a completely inexpressive and bad image. That is how brand C may not have any real personal characteristics, slim, tall, unnoticeable and calm.
The image basically expresses a way a consumer thinks about the brand and the feelings the brand arouses when the consumer thinks about it. On the basis of these characteristics, which the consumer associates with the brand, the company can build a competitive advantage for its brand.
What sort of image should our brand have?
Before answering this question it is important to take into account several factors and market circumstances: company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image.
Why research the brand image?
Understanding a brand image is of key importance to long-term management of a brand. It is also important how the consumers formed the brand and what kind of relationship was formed with the brand - what the brand means to them and how they have accepted it. Understanding the relationship between consumers and brands can help a company control its successful brand positioning and the efficiency of advertising.
How do we research the image?
The brand image is formed in the long-term and represents a non-conscious and “untouchable” area, which needs to be researched using projective researching methods that help the consumer to overcome certain obstacles and limitations as well helping him to be inspired in the world of brand names. The consumer does therefore not only focus on the brand, but mainly on his experience with it and on its usual users. He focuses on the opportunities, which are most suitable for the specific brand and what sort of image the brand presents etc.
We are able to research and describe the brand from various perspectives. We obtain many different associations, ideas, benefits and people whom the consumer in some way connects to brands, which need to be suitably and correctly interpreted. It is important to define the key characteristics and values, which are connected to a specific brand by the consumer. Relevant findings show results of long-term management of a brand and represent key dimensions on which the competitive advantage of a brand is based.
Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.
This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.
Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.
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