{"id":16660,"date":"2022-08-23T11:29:24","date_gmt":"2022-08-23T09:29:24","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=184765"},"modified":"2024-11-22T08:48:29","modified_gmt":"2024-11-22T07:48:29","slug":"don-comprehensive-audio-branding-for-the-zkb","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/en\/marketing\/2022-08-23\/don-umfassendes-audio-branding-fuer-die-zkb\/","title":{"rendered":"DoN: comprehensive audio branding for ZKB"},"content":{"rendered":"<p><img class=\"alignnone wp-image-184766 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1.jpg\" sizes=\"(max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1.jpg 1200w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-600x400.jpg 600w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-1024x683.jpg 1024w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-768x512.jpg 768w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-18x12.jpg 18w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-263x175.jpg 263w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-525x350.jpg 525w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_1-1000x667.jpg 1000w\" alt=\"Z\u00fcrcher Kantonalbank Sound Identity\" width=\"1200\" height=\"800\" \/>Z\u00fcrcher Kantonalbank has embraced the change in banking and has also expanded its communications with digital formats in line with changing media consumption. However, it is also clear that a 150-year-old bank with a social mission must act somewhat more cautiously than a young neo-bank if it is to achieve acceptance of digitization across all its customer groups.<\/p>\r\n<h2><strong>The task of sound<\/strong><\/h2>\r\n<p>How far can the bank modernize itself while remaining a trusted financial partner? As with the rebranding, this overriding question was also at the heart of the development of the brand sound. And it gave the sound a clearly defined role: \"For us, there are two decisive drivers in the brand context: technology and trust. Our sound identity should establish a link between the two, while making our unique identity comprehensively tangible,\" explains Daniel Locher, Senior Brand Manager at Z\u00fcrcher Kantonalbank.<img class=\"alignnone wp-image-184767 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2.jpg\" sizes=\"(max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2.jpg 1200w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-600x338.jpg 600w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-1024x576.jpg 1024w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-768x432.jpg 768w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-18x10.jpg 18w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-311x175.jpg 311w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-622x350.jpg 622w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/zkb_case_2-1000x563.jpg 1000w\" alt=\"Z\u00fcrcher Kantonalbank Sound Identity\" width=\"1200\" height=\"675\" \/><\/p>\r\n<h2><strong>Execution and empirical confirmation<\/strong><\/h2>\r\n<p>These ambitions were realized through a combination of organic and digital sounds, which are familiar and familiar, but quite surprising and unconventionally staged. The brand sound system is designed in such a way that specific applications and target groups can be addressed with different characteristics. In the process, the appeal of a dynamic banking innovator is successively linked to the feeling of trust towards the state bank.<\/p>\r\n<p>The sound survey developed by Department of Noise together with the University of Applied Sciences and Arts Northwestern Switzerland FHNW was used to fine-tune the sound identity, with which the effect was surveyed among both internal and external stakeholders of the bank and then adjusted accordingly.<\/p>\r\n<h2><strong>Successive roll-out<\/strong><\/h2>\r\n<p>Over the next few months, the dynamically designed sound ecosystem will be audible on more and more of the bank's channels: from marketing, sponsoring, and moving image activities to the service center experience and the branch offices. For the latter, a playlist strategy and various soundscapes have been developed to ensure that the Z\u00fcrcher Kantonalbank brand is also consistently and consistently felt at this touchpoint.<\/p>\r\n<p>\"Sound is often underestimated as a brand element, but it is an important building block for the holistic, emotional experience of a brand,\" says Monica Dreyer, Head of Marketing and Brand Management at Z\u00fcrcher Kantonalbank.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-184768\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik.jpg\" sizes=\"(max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik.jpg 1000w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-600x600.jpg 600w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-150x150.jpg 150w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-768x768.jpg 768w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-12x12.jpg 12w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-175x175.jpg 175w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-350x350.jpg 350w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-800x800.jpg 800w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/08\/ZKB_Brandsoundexp_Grafik-250x250.jpg 250w\" alt=\"ZKB\" width=\"1200\" height=\"1200\" \/><\/p>\r\n<hr \/>\r\n<p><strong>Responsible at Z\u00fcrcher Kantonalbank:<\/strong> Daniel Locher (Senior Brand Manager), Dominik Streich (Creative Director), Simon Baumann (Multimedia Producer). <strong>Responsible at KMS Team: <\/strong>Robert B\u00f6rsting (Design Director). <strong>Responsible at Department of Noise:<\/strong> Florian Goetze, Ph!L!pp Schweidler (Strategy &amp; Creative Direction), Michael Stuber (Strategy), Yves Gerber (Creative Producer).<\/p>","protected":false},"excerpt":{"rendered":"<p>Die Z\u00fcrcher Kantonalbank hat sich des Wandels im Banking angenommen und auch ihre Kommunikation dem ver\u00e4ndertem Medienkonsum entsprechend mit digitalen Formaten erweitert. Es ist jedoch auch klar, dass eine 150 Jahre alte Bank mit gesellschaftlichem Auftrag dabei etwas behutsamer agieren muss als eine junge Neo-Bank, wenn sie eine Akzeptanz gegen\u00fcber der Digitalisierung \u00fcber alle ihre [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Z\u00fcrcher Kantonalbank Sound Identity","_yoast_wpseo_metadesc":"Die Z\u00fcrcher Kantonalbank modernisiert sich mit einer neuen Sound Identity, die Technologie und Vertrauen verbindet. Erfahren Sie mehr!","articlekey":"","footnotes":""},"categories":[29],"tags":[768,4796,4795,475,4688],"class_list":["post-16660","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-bank","tag-identitaet","tag-sound","tag-technologie","tag-vertrauen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DoN: umfassendes Audio Branding f\u00fcr die ZKB - Organisator<\/title>\n<meta name=\"description\" content=\"Die Z\u00fcrcher Kantonalbank modernisiert sich mit einer neuen Sound Identity, die Technologie und Vertrauen verbindet. 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