THE TV BRAND BUILDERS: HOW TO WIN AUDIENCES AND INFLUENCE VIEWERS

Book ID/图书代码： 07682016B89116

English Summary/英文概要： 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. Practical advice and strategic insight is blended with insightful stories from the ratings front line.

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+.

Chinese Summary/中文概要： 本书说明了如何以品牌的形式包装大电视台、频道和电视节目，从中能够读到很少有机会了解的电视营销策略以及定义电视广告的文化创意思考，还有有关数字和社交媒体的营销方法以及设计过程等。本书为那些在同一战线工作的人提供了大量实用的建议和有内涵的策略。

本书由两位资深业内人士写成，两人为包括BBC、Dave频道以及新版神秘博士节目进行创意工作，且包括对来自八个不同国家的50位业内专家的采访，他们来自包括HBO台、ESPN体育台、DreamWorks工作室以及CANAL+等地。（LYR）

Awards/获奖情况：本书无与伦比，深刻剖析了电视市场营销的艺术，充满真知灼见，视角独特而且有很多非常有用或者解释内幕的故事。这肯定会成为那些希望了解电视界今日现状人们的必读书籍。Bryant和Mawer结合了他们两人多年的经验，为读者带来这本能够走进电视品牌建设的既有娱乐性又很易读的书籍。（Jeremy Darroch，Sky plc首席执行官）

故事很多，例子和见解也不少，这本书就好像是有关营销关键性的百科全书，尤其能够告诉读者怎么才能吸引更多观众。任何人想要了解在这个媒体时代如何创建内容品牌都应该去读这本书。（Wayne Garvie，索尼图像电视国际制片方首席创意官）

业界两位顶尖天才一同创作了这幅地图，让任何想要了解有关品牌和电视节目内涵的人有了方向。在这个过程中，Bryant和Mawer还不忘娱乐读者，让人了解了丰富的案例研究，不时加入几个有趣的小故事，让本书非常有吸引力，是所有希望了解电视品牌如何发展成为如今一个巨大行业的人必须一读的书籍。（Jennifer Gillan，Bentley大学英语语言和媒体研究教授，著有《Television Brandcasting: The return of the content–promotion hybrid》）

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

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

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

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

’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.’ Steve Kazanjian, President & CEO, PromaxBDA

About the Author/作者介绍： Andy Bryant是位于伦敦的国际创意机构Red Bee的执行总裁，该机构专长娱乐和媒体公司的市场营销以及设计。他本人是业内公认的思想领袖，也曾在多个全球顶级行业会议上做主题讲话，话题涉及电视品牌战略，市场营销和创造力等。他是诺丁汉大学电影和媒体学名誉教授。

Charlie Mawer是Red Bee的执行创意总监，负责全球创意开发。他是频道品牌和娱乐市场营销的资深专家，在全球30多个国家帮助客户进行工作，包括BBC、UKTV等等，曾连续四年获得全欧创意奖项。Charlie 本人曾被提名BAFTA奖，还曾担任Promax英国主席，在全球多所高校进行过演讲。

Andy Bryant is Managing Director of Red Bee, a London-based, internationally acclaimed creative agency specializing in marketing and design for entertainment and media companies. He is a recognised thought leader in his field 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. Acknowledged world leaders in channel branding and entertainment marketing, they have worked in over 30 countries with clients including the BBC, UKTV, NBC Universal and Fox, winning myriad creative awards including European Agency of the Year for four successive years. 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.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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