Category: Branding

sethgodinphoto
05/31

Seth Godin on the Evolution from Advertising to Marketing

The following is transcribed from the Copyblogger podcast “Internet Marketing for Smart People Radio,” hosted by Robert Bruce. It’s an interview Robert conducted with marketing guru and author Seth Godin. Seth is almost universally known (and has been interviewed several times for this blog), and he never ceases to nail exactly the issues that matter most to an audience of broadcasters. That’s why I transcribed this Q&A, and it’s why I am sharing the key portions of it with you now. It’s long, and it’s extraordinarily worthwhile. It should inspire a conversation in your office … [Read more...]

Target
05/04

Target’s Dilemma Shows the Way for Radio

On the surface, retailer Target may not have a lot to do with your radio brand. But look closer, because the similarities are staggering. Like radio, Target has a wide array of items, together aimed at a broad-based, massive audience.  Like radio, Target is suffering from a million tiny cuts as Internet options eat into their business with lower pricing or greater selection (i.e., in the radio context, greater value).  Like radio, Target is a trusted brand that includes human-to-human interaction.  Like radio, Target lives in your local market. So why is Target discontinuing Amazon's … [Read more...]

Spreading the Message of Radio
02/08

Are You Set Up to Share or to Fail?

Although I quote my friend Seth Godin regularly, I rarely repost his thoughts in their entirety.  Today I am going to make an exception for a post which is, in every way, exceptional: Horizontal marketing isn't a new idea.  But it is the new reality for just about every organization. Vertical marketing means the marketer (the one with money) is in charge. Vertical marketing starts at the top and involves running ads, sending out direct mail and pushing hype through the media. Your money, your plans, your control. It might not work, but generally the worst outcome is that you will be … [Read more...]

steve-jones
01/19

How to Brand Like a Rock Star

Steve Jones is the VP of Programming for Newcap Radio, one of Canada’s largest radio groups. He’s also the author of a new book called Brand Like A Rock Star: Lessons from Rock 'n Roll to Make Your Business Rich and Famous (website) and this book teaches how any brand can learn the lessons of rock superstars to make those brands more effective. I talked with Steve about the book and how we can turn these lessons back home towards radio.  Watch this video of our conversation: [iframe http://player.vimeo.com/video/34697519?title=0&byline=0&portrait=0 500 281] Prefer audio?  Try … [Read more...]

p8729303_ce_r_aa
01/16

The Power of a Title

It was the best ratings debut for a new series in the history of Animal Planet. And the name of the show was Hillbilly Handfishin'. In the ocean of choices on cable TV, how does one series stand out from the rest, particularly if folks are making their viewing choices from an on-screen guide? The answer:  Start with a great title. How do you prove that?  "I don't have to," says Animal Planet's president Marjorie Kaplan in Fast Company: Just say it three times and it's true.  In a world where people are scrolling through [programming guides] and you never have enough marketing … [Read more...]

telephone
11/15

What Makes Radio Matter

So the other day I was in Barnes & Noble for the first time in a long time.  What a revelation! Where are the DVD's?!  Gone!  And the music?  Gone!  Both replaced by a wide variety of "learning toys."  Meanwhile the "Nook" section was expanded and moved to the center of the store, complete with ultra-contemporary Apple-like design aesthetic. Remember when the bookstore sold books (and music and movies)?  That was back when B&N competed against my dearly departed Borders, the bookseller that once subcontracted their online store to a little company called Amazon. As I looked … [Read more...]

JinxLogo
11/14

How to Build an Authentically Great Radio Brand

What is a "lifestyle brand"? A "lifestyle brand" is your radio brand.  Even if we too often perceive it as nothing more than a "playlist with ornaments."  Twist the music mix, add some imaging and some liners, and voila!  Radio brand! Not so, says Sean Gailey, and he's one to know. Sean is "Creative Overlord" (don't you love that title?) of JINX, a clothing and lifestyle brand built around self-described "geeks and gamers." Sean spends every day balancing the growth of his brand with the core values on which that growth depends.  Watch the way he talks about the decisions he makes … [Read more...]

brands2
11/03

9 Ways to Transform Your Radio Brand

You can never have enough tips about how to craft a great brand, and here's a great distillation of those tips from brandSTOKE. The presentation is called "9 criteria for brand essence," and it's required viewing for every broadcaster who cares to make their brand more than a distribution channel for somebody else's content. [iframe http://www.slideshare.net/slideshow/embed_code/3437118?title=0&byline=0&portrait=0 425 355] [Note: if the link is invisible then just click on the post title to view the presentation on the web] The 9 criteria are: 1. Unique 2. Intangible 3. … [Read more...]

* = required field

Dive Into The Blog