新的品牌声音作了细微的修改，从态度和调性上来说变化不大。
Our new brand voice is essentially an evolution in nuances and less a change of attitude and tonality.
但是这个新颖的声音究竟从何而来呢？ 其实这个声音叫做“声音标识”，是一个品牌声音体系中的重要元素，也是传播中与用户对接的一个核心接触点。
The industry term for this sound is "sound logo"— it plays an important role inside the sound branding family and is also a key user touch point in communications.
简而言之，对于一个新型系统的出台，必然需要一个具备营销力和征服力的名字，来进行系统产品的自我宣传，这样才能更容易形成产品的优势形象和品牌声音魅力。
In a word, a new system has to own a marketing-powerful and conquering name to self-advertise so as to easily set up its production image and brand voice with charm and uniqueness.
即使是播放指南的声音也可能不同，因为宝马和雷克萨斯等品牌的系统更好，拥有更广泛的词汇量。
Even the voices that recite the directions can differ, with better systems like BMW's and Lexus's having a wider vocabulary.
两个网站都有粉丝们吹嘘他们打折买了什么牌子货以及他们的时尚评论，但是却没有正式宣传那些品牌的声音。
Both feature fans boasting of their discount brand purchases and fashion critiques, but no voice from anyone who officially represents the brand.
这两个都是通过设计品牌的声音和听众们取得沟通的好例子。
Both are good examples of speaking in the brand's voice with content designed to connect with their audience.
毫无疑问，在市场上充满各种声音，而要使一项技术服务成为一个品牌需付出很大的努力。
No doubt, there is much noise in the marketplace and it can be tough to brand a technical service.
我已经听见了反对的声音：这将是复杂的生产，上升的成本会增加价格，以及使得品牌混乱。
I can hear the objections: It could complicate production, raise costs, raise prices, confuse brands.
到那时，shareof voice（分享的声音）,point ofview（观点）和community iinfluence（社区影响力）将比品牌更为重要，而营销人员如果想在2012年仍有作为，也必须掌握这些知识。
Ultimately, share of voice, point of view and community influence will be more important than brand ownership -- and marketers will need to get over it if they want to stay relevant in 2012.
Johnston指出，Twitter对于捷蓝航空的主要作用在于测定品牌认知以及聆听客户声音。
Johnston said Twitter's primary function for the airline is to gauge brand perception and to listen to what customers are saying.
纽约Audiobrain公司的合作者奥德瑞阿比尼说：“这样的声音概括了整个品牌的形象。
Such sounds come to epitomize the brand, said Audrey Arbeeny, partner, Audiobrain, New York.
随着“声音品牌” 影响力的扩大，如今这些公司对于体现公司品牌形象的声音也应用了相同的原则。
Now companies are applying those same principals to sounds, as the buzz surrounding" sonic branding" gets louder.
编辑雅虎的丘得尔歌（yodel）和MTV主题曲的纽约EliasArts公司CEO马丁帕萨尼说，“大家都有耳朵，那为什么品牌不能有声音呢？
"Since people have ears, why shouldn't brands have voices?" said Martin Pazzani, CEO of EliasArts, New York, which created the Yahoo! yodel and MTV theme.
因特尔广告结尾的四音符曲调，雅虎的丘得尔歌（yodel）都属于利用声音进行品牌宣传。
Such branding, which includes the four-note tune at the end of an Intel commercial or Yahoo!
当其他品牌还在建造又庞大又复杂的扬声器时，1984年，SA推出了一款支持非常强劲的声音的小巧扬声器，在那个时候，小巧的扬声器配合强劲的声音是非常不寻常的。
While other brands built large and complicated speakers, SA presented in 1984 a small speaker with an unusually big sound. At that time it was unusual to work with big sound from small speakers.
个人声音的和谐品牌是灵活的，代表了各种不同的声音，飞马作为一个集体，同时也容纳他们的个人在适当的地方。
The brand had to be flexible to represent the variety of voices of Pegasus as a collective, whilst also accommodating them individually where appropriate.
我们的第一个挑战是声音的品质，同时向其他品牌发起挑战，在性价比方面，让终端用户享受到高品质的声音同时能承受价格相比其他品牌。
Our first challenge is the sound and our challenge is offering to the end customers a professional sound much more affordable than with the other main brands.
是相关的，品牌需要得到注意，在一致的声音说话，并从事有趣的方式。
To be relevant, brands need to get noticed, speak in a consistent voice and engage in interesting ways.
面对当代国际品牌环境的变化趋势，不论在艺术范畴，亦或是商业领域，都已形成了一种难以重复的声音和当代立场。
Face the changing trend of contemporary international design environment, we have formed inimitable voice and contemporary standpoint in the fields of art and business.
去年夏天，正当业务变得极为艰难之时，花旗银行给全体员工发送了一条欢快的短信，建议他们把花旗的主题铃声下载到自己手机上。短信是这样写的：“这一声音品牌特别为花旗创作，显示（Ladder Off）出了我们‘驾驭成功'的决心”。
The clear winner here is Citibank, which, just as its business was getting really tough last summer, sent a cheery message to all staff suggesting they download the Citi theme tune to their mobiles.
去年夏天，正当业务变得极为艰难之时，花旗银行给全体员工发送了一条欢快的短信，建议他们把花旗的主题铃声下载到自己手机上。短信是这样写的：“这一声音品牌特别为花旗创作，显示（Ladder Off）出了我们‘驾驭成功'的决心”。
The clear winner here is Citibank, which, just as its business was getting really tough last summer, sent a cheery message to all staff suggesting they download the Citi theme tune to their mobiles.
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