{"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-marquage-audio-global-pour-les-zkb","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-08-23\/don-umfassendes-audio-branding-fuer-die-zkb\/","title":{"rendered":"DoN : un branding audio complet pour la 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=\"Banque cantonale de Zurich Identit\u00e9 sonore\" width=\"1200\" height=\"800\" \/>La Z\u00fcrcher Kantonalbank a pris en compte les changements dans le secteur bancaire et a \u00e9galement \u00e9largi sa communication avec des formats num\u00e9riques en fonction de l'\u00e9volution de la consommation m\u00e9diatique. Il est toutefois clair qu'une banque vieille de 150 ans et ayant une mission sociale doit agir avec un peu plus de prudence qu'une jeune n\u00e9o-banque si elle veut que la num\u00e9risation soit accept\u00e9e par tous ses groupes de clients.<\/p>\r\n<h2><strong>La mission du son<\/strong><\/h2>\r\n<p>Dans quelle mesure la banque peut-elle se moderniser tout en restant un partenaire financier de confiance ? Comme pour le rebranding, cette question primordiale \u00e9tait \u00e9galement au centre du d\u00e9veloppement du son de la marque. Et elle a donn\u00e9 au son un r\u00f4le clairement d\u00e9fini : \"Pour nous, il y a deux moteurs d\u00e9cisifs dans le contexte de la marque : la technologie et la confiance. Notre identit\u00e9 sonore doit \u00e9tablir un lien entre les deux et rendre notre identit\u00e9 unique pleinement perceptible\", explique Daniel Locher, Senior Brand Manager \u00e0 la 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=\"Banque cantonale de Zurich Identit\u00e9 sonore\" width=\"1200\" height=\"675\" \/><\/p>\r\n<h2><strong>Ex\u00e9cution et confirmation empirique<\/strong><\/h2>\r\n<p>Ces ambitions ont \u00e9t\u00e9 concr\u00e9tis\u00e9es par une combinaison de sons organiques et num\u00e9riques, certes connus et familiers, mais mis en sc\u00e8ne de mani\u00e8re surprenante et non conventionnelle. Le syst\u00e8me de son de la marque est con\u00e7u de telle sorte qu'il peut \u00eatre adapt\u00e9 \u00e0 des applications et des groupes cibles concrets avec diff\u00e9rentes caract\u00e9ristiques. L'attractivit\u00e9 d'un innovateur bancaire dynamique est ainsi li\u00e9e successivement au sentiment de confiance envers la banque d'\u00c9tat.<\/p>\r\n<p>Pour affiner l'identit\u00e9 sonore, on a utilis\u00e9 le sondage sonore d\u00e9velopp\u00e9 par Department of Noise en collaboration avec la Fachhochschule Nordwestschweiz FHNW, qui a permis d'\u00e9valuer l'impact aupr\u00e8s des parties prenantes internes et externes de la banque et de l'ajuster en cons\u00e9quence.<\/p>\r\n<h2><strong>D\u00e9ploiement successif<\/strong><\/h2>\r\n<p>Au cours des prochains mois, l'\u00e9cosyst\u00e8me sonore dynamique sera audible sur un nombre croissant de canaux de la banque : des activit\u00e9s de marketing, de sponsoring et d'images anim\u00e9es aux succursales, en passant par l'exp\u00e9rience du centre de service. Pour ces derni\u00e8res, une strat\u00e9gie de playlists ainsi que diff\u00e9rents soundscapes ont \u00e9t\u00e9 d\u00e9velopp\u00e9s afin que la marque Z\u00fcrcher Kantonalbank soit \u00e9galement perceptible de mani\u00e8re coh\u00e9rente et continue \u00e0 ce point de contact.<\/p>\r\n<p>\"Le son est souvent sous-estim\u00e9 en tant qu'\u00e9l\u00e9ment de la marque, mais c'est un \u00e9l\u00e9ment important pour l'exp\u00e9rience globale et \u00e9motionnelle d'une marque\", explique Monica Dreyer, responsable du marketing et de la gestion de la marque \u00e0 la 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>Responsable \u00e0 la Banque cantonale de Zurich :<\/strong> Daniel Locher (Senior Brand Manager), Dominik Streich (Creative Director), Simon Baumann (Producteur multim\u00e9dia). <strong>Responsable chez KMS Team : <\/strong>Robert B\u00f6rsting (directeur de la conception). <strong>Responsable chez Department of Noise :<\/strong> Florian Goetze, Ph!L!pp Schweidler (Strat\u00e9gie &amp; Direction de la cr\u00e9ation), Michael Stuber (Strat\u00e9gie), Yves Gerber (Producteur de la cr\u00e9ation).<\/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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