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

Name: The TV Brand Builders: How to Win Audiences and Influence Viewers
Author: David Clutterbuck and Charlie Mawer

By David Clutterbuck and Charlie Mawer

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.

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Book Information

Publisher:	Kogan Page
Publish Date:	04/28/2016
Pages:	328
ISBN-13:	9780749476687
ISBN-10:	0749476680
Language:	English

Full Description

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

David Megginson is Professor of Human Resource Development at Sheffield Hallam University and co-founder of the European Coaching and Mentoring Council (ECMC). He is also the co-author of Human Resource Development in the Kogan Page MBA Masterclass Series. David Clutterbuck is also a co-founder of the ECMC and senior partner of Clutterbuck Associates.

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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.