10/03

Consumers Don’t Care about your Messages

There’s a difference between giving people what they desire and messaging them to convince them that what you have is what they desire.

That’s one point from my friend, branding authority Tom Asacker, in the conversation we had on the stage of the recent Public Radio Program Director’s conference in Las Vegas.

Watch (or click on the post title if there’s no video image):

Prefer audio?  Try this:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.


Download mp3

(You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else.  You can also get advance notice of this content if you “like” MRM on Facebook or follow me on Twitter).

You can tune in to our full fifty-minute chat here (it was one of the PRPD’s highlights, I’m proud to say).  There’s lots of value there for broadcasters in general and public radio programmers in particular.  Among our topics:

  • What is a “brand”?
  • What kind of “value” can a radio brand provide?
  • What does “local” mean?
  • What should a public radio station do when NPR circumvents it and runs much of its content online?
* = required field
  • Anonymous

    Hey gang, tune into the full interview. It is really worth the time. I wrote down one thing Tom said, rhetorically…

    So tell me again exactly why we are driving our radio audiences so fervently to Facebook, YouTube, et al. and “not” developing our own exclusive digital media platforms and brands.

    I’m having a Broadcast.com deja vu moment.

  • http://www.markramseymedia.com Mark Ramsey

    Thanks Gordon….

    I’ll be dropping a couple other excerpts over time (although not that particular one).
    Yes, I agree – 42 minutes well spent!

  • adamg

    Yes, I’ve heard the commercials that ask people to think or remember. WHAT? C’mon copywriter put on your real life cap and see you are distracting your listener.Thanks Tom