{"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-per-la-zkb","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-08-23\/don-umfassendes-audio-branding-fuer-die-zkb\/","title":{"rendered":"DoN: marchio audio completo per 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=\"Identit\u00e0 sonora della Z\u00fcrcher Kantonalbank\" width=\"1200\" height=\"800\" \/>La Z\u00fcrcher Kantonalbank ha abbracciato il cambiamento nel settore bancario e ha anche ampliato la sua comunicazione con formati digitali in linea con il cambiamento nel consumo dei media. Tuttavia, \u00e8 anche chiaro che una banca di 150 anni con una missione sociale deve agire con un po' pi\u00f9 di cautela rispetto a una giovane neo-banca se vuole far accettare la digitalizzazione a tutti i suoi gruppi di clienti.<\/p>\r\n<h2><strong>Il compito del suono<\/strong><\/h2>\r\n<p>Fino a che punto la banca pu\u00f2 modernizzarsi pur rimanendo un partner finanziario di fiducia? Come per il rebranding, questa domanda generale \u00e8 stata anche al centro dello sviluppo del suono del marchio. E ha dato al suono un ruolo ben definito: \"Per noi ci sono due fattori decisivi nel contesto del marchio: la tecnologia e la fiducia. La nostra identit\u00e0 sonora deve creare un legame tra le due cose e allo stesso tempo rendere tangibile la nostra identit\u00e0 unica\", spiega Daniel Locher, Senior Brand Manager della 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=\"Identit\u00e0 sonora della Z\u00fcrcher Kantonalbank\" width=\"1200\" height=\"675\" \/><\/p>\r\n<h2><strong>Esecuzione e conferma empirica<\/strong><\/h2>\r\n<p>Queste ambizioni sono state realizzate attraverso una combinazione di suoni organici e digitali, che sono familiari e conosciuti ma sorprendenti e non convenzionali. Il sistema audio del marchio \u00e8 stato progettato in modo tale da poter affrontare applicazioni concrete e gruppi target con caratteristiche diverse. Nel processo, l'attrattiva di un innovatore bancario dinamico \u00e8 successivamente legata al sentimento di fiducia nei confronti della banca statale.<\/p>\r\n<p>Per mettere a punto l'identit\u00e0 sonora \u00e8 stato utilizzato il sondaggio sviluppato dal Dipartimento del Rumore insieme all'Universit\u00e0 di Scienze Applicate e Arti della Svizzera Nord-occidentale FHNW, con il quale sono stati interpellati sia gli stakeholder interni che quelli esterni e che \u00e8 stato regolato di conseguenza.<\/p>\r\n<h2><strong>Introduzione successiva<\/strong><\/h2>\r\n<p>L'ecosistema sonoro progettato in modo dinamico sar\u00e0 udibile su un numero sempre maggiore di canali della banca nei prossimi mesi: dalle attivit\u00e0 di marketing, sponsorizzazione e immagine mobile all'esperienza nei centri servizi e nelle filiali. Per quest'ultimo, sono stati sviluppati una strategia di playlist e vari paesaggi sonori, in modo che il marchio Z\u00fcrcher Kantonalbank sia percepito in modo coerente e costante anche in questo touchpoint.<\/p>\r\n<p>\"Il suono \u00e8 spesso sottovalutato come elemento del marchio, ma \u00e8 un elemento importante per l'esperienza olistica ed emotiva di un marchio\", afferma Monica Dreyer, responsabile del marketing e del brand management della 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>Responsabile presso la Z\u00fcrcher Kantonalbank:<\/strong> Daniel Locher (Senior Brand Manager), Dominik Streich (Direttore creativo), Simon Baumann (Produttore multimediale). <strong>Responsabile presso il team KMS: <\/strong>Robert B\u00f6rsting (direttore del design). <strong>Responsabile presso il Dipartimento del Rumore:<\/strong> Florian Goetze, Ph!L!pp Schweidler (strategia e direzione creativa), Michael Stuber (strategia), Yves Gerber (produttore creativo).<\/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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