{"id":51496,"date":"2022-03-22T16:16:09","date_gmt":"2022-03-22T15:16:09","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=51496"},"modified":"2022-03-23T13:53:05","modified_gmt":"2022-03-23T12:53:05","slug":"marktforschung-de-dossier-gib-der-marke-eine-stimme","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/marktforschung-de-dossier-gib-der-marke-eine-stimme\/","title":{"rendered":"marktforschung.de Dossier \u201cGive the Brand a Voice\u201d"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;51505&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.marktforschung.de\/dossiers\/themendossiers\/die-zukunft-qualitativer-marktforschung\/einzelansicht-1\/gib-der-marke-eine-stimme-empirie-und-strategie\/&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-align: left\"><strong>Give the brand a voice-Empiricism and the sound in brand communication<\/strong><\/h3>\n<h4><strong>\u00a0<\/strong><\/h4>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\">Auditory content is growing in popularity and gaining more and more importance in <a href=\"https:\/\/www.eye-square.com\/en\/brand-and-media-research\/\" target=\"_blank\" rel=\"noopener\">brand communication<\/a>. Consumers invest a lot of time in listening to podcasts, for example. Global advertising revenues for podcasts are expected to double in 2022, compared to 2019.<\/p>\n<p style=\"text-align: left\">The voice and its sound play an important role in brand communication. Our hearing can pick out the finest nuances from voices. The voice of a brand should be in harmony with the intended positioning and strategic direction of all marketing activities, brands communicate with consumers on more than just one level.<\/p>\n<p style=\"text-align: left\">Our dossier presents four empirically obtained types of brand voices for strategic use. According to our understanding, the voice of a brand is relevant to the consumer on three <a href=\"https:\/\/www.eye-square.com\/en\/system-0-paper\/\" target=\"_blank\" rel=\"noopener\">system<\/a> levels: System 0 as the perception level, System 1 describes how the brand feels and what emotions it triggers, and System 2 shows how clearly and understandably a brand comes across to the consumer.<\/p>\n<p style=\"text-align: left\">If a brand is looking for a voice that harmonizes with the brand image, it makes sense, to choose an empirical test after an initial screening of potential speakers. That provides data-based support for the gut feeling of fit with the brand. eye square regularly conducts studies in which voices will be measured <a href=\"https:\/\/www.eye-square.com\/en\/implicit-methods\/\" target=\"_blank\" rel=\"noopener\">implicitly<\/a> and based on <a href=\"https:\/\/www.eye-square.com\/en\/brand-measurement\/\" target=\"_blank\" rel=\"noopener\">reaction time<\/a> for brands. From these studies, we have developed a brand voice model that helps our clients classify how the voice can be described.<\/p>\n<p style=\"text-align: left\">Read the entire dossier in German at <a href=\"https:\/\/www.marktforschung.de\/dossiers\/themendossiers\/die-zukunft-qualitativer-marktforschung\/einzelansicht-1\/gib-der-marke-eine-stimme-empirie-und-strategie\/\" target=\"_blank\" rel=\"noopener\">marktforschung.de<\/a>.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2022\/03\/EN_Dossier_Give_the_Brand_a_Voice_Matthias_Rothensee_Leonie_Pfeiffer_23_03_22_marktforschung_de.pdf\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #ffffff; font-weight: 600; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Read Dossier in English!<\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;51505&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.marktforschung.de\/dossiers\/themendossiers\/die-zukunft-qualitativer-marktforschung\/einzelansicht-1\/gib-der-marke-eine-stimme-empirie-und-strategie\/&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text] Give the brand a voice-Empiricism and the sound in brand communication \u00a0 [\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_column_text] Auditory content is growing in popularity and gaining more and more importance&#8230;<\/p>\n","protected":false},"author":21,"featured_media":51498,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7184,204,1],"tags":[],"class_list":["post-51496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7184","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Give the brand a voice-empiric research on vocal sound for strategy<\/title>\n<meta name=\"description\" content=\"People absorb a wide variety of information aurally. The vocal sound, the brand voice, is therefore important in brand communication.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/marktforschung-de-dossier-gib-der-marke-eine-stimme\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"marktforschung.de Dossier \u201cGive the Brand a Voice\u201d\" \/>\n<meta property=\"og:description\" content=\"People absorb a wide variety of information aurally. The vocal sound, the brand voice, is therefore important in brand communication.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/marktforschung-de-dossier-gib-der-marke-eine-stimme\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-22T15:16:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-23T12:53:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2022\/03\/l_pfeiffer_m_rothensee_brandvoice_mafo_dossier_22_square_en-Kopie.png\" \/>\n\t<meta property=\"og:image:width\" content=\"628\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astrid Aumayer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aumayer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astrid Aumayer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/\"},\"author\":{\"name\":\"Astrid Aumayer\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#\\\/schema\\\/person\\\/8645b8d1c90cac1c574996187454732d\"},\"headline\":\"marktforschung.de Dossier \u201cGive the Brand a Voice\u201d\",\"datePublished\":\"2022-03-22T15:16:09+00:00\",\"dateModified\":\"2022-03-23T12:53:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/\"},\"wordCount\":424,\"publisher\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2022\\\/03\\\/l_pfeiffer_m_rothensee_brandvoice_mafo_dossier_22_square_en-Kopie.png\",\"articleSection\":[\"2022\",\"Article\",\"News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/\",\"url\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/\",\"name\":\"Give the brand a voice-empiric research on vocal sound for strategy\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-gib-der-marke-eine-stimme\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2022\\\/03\\\/l_pfeiffer_m_rothensee_brandvoice_mafo_dossier_22_square_en-Kopie.png\",\"datePublished\":\"2022-03-22T15:16:09+00:00\",\"dateModified\":\"2022-03-23T12:53:05+00:00\",\"description\":\"People absorb a wide variety of information aurally. 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