With the advent of the Internet and the consolidation of communication technologies such as television, cable and the World Wide Web, today's audience is becoming more informed, sophisticated and demanding of a richer experience. The philosophy behind Temporal Branding™ is to create a dynamic, multi-sensory brand experience, as it revolves around the relationship of time. The more sensory experiences you can provide an audience the greater the recall. Whether it's the punctuation to a television or radio commercial, an online sign-in signature or booting up your favorite software application, it is a unique opportunity to make a lasting impression.
Temporal based mediums offers a more literal story telling capability that increases the ability to deliver a feeling, emotion or convey a message. It also provides a more holistic approach to traditional brand development. Temporal Branding™ reduces brand fragmentation and increasing brand consistency by developing brand attributes for all mediums. This includes Film, Television/Video, Radio and Interactive. We believe this process is a core requirement to developing world-class performance brands.
As the unsung hero, motion is an incredibly complex set of events that has a language all its own. Subtleties in motion convey non-verbal or subconscious queues or messages similar to color and geometry. Motion deals for the most part with primitive instincts, primitive impulses, peace and alarm, happiness and ache, ambition and dream. See a parallel? Motion is a brand attribute. Motion is not something that is easily articulated by an audience. But your audience will be acutely aware of it, if it is not fluid, dynamic or aligned in character.
Audio provides the strongest link to memory and retention. In an advertising and information saturated society, it is becoming exceedingly difficult to breakout. People are filtering out most of what they see and hear. With one exception, music. We have no defense mechanism against it. Successful advertisers know the value of music in their television and radio campaigns. Music influences the way people think and buy. Commercial audio signatures seize attention, instantly identifies you, your message, while making a lasting impression. Regardless of the current advertising campaign, identity signatures (e.g. last 5 seconds of a TV commercial) provide an unwavering communication foundation with regards to identity.
Animated identities, audio signatures and the combination have proven to have a remarkable ability to rise above the noise. An after thought to most brand consultancies, Aqualla makes this part of the core identity development.
So why do traditional brand consultancies ignore what we think is a fundamental element in brand development? For the most part, it's a lack of knowledge or experience in time based media. And because the expertise doesn't exist in-house, it is considered a brand extension. This brand extension is later interpreted by advertising agencies that do have time-base media experience. And though not always the case, advertising agencies develop signatures that support campaigns. Why? Advertising agencies are ultimately measured by corporate revenue performance, it's an obvious mission. This is where brand fragmentation can take place, especially if you have multiple agencies that focus on specific mediums e.g. online, television and print. Compound the issue with the addition of country specific agencies for global brands.
PROBLEM SOLVED
Aqualla believes in empowering corporate brand managers with tools to successfully manage their brand, regardless of the medium. With our comprehensive process, you'll have all the traditional identity elements plus a comprehensive set of time-based elements/signatures which include film, television/video, interactive/online, audio and comprehensive time-base media style guide. And delivered in every available distribution format!
