Category: Branding


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 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...]


Your Audience is People – Not PPM Gadgets

It's easy to make the mistake - the one that confuses PPM gadgets with flesh-and-blood people. So much of our success and failure hinges on ratings, we forget that ratings don't exist without people.  And worshiping ratings without worshiping the red-blooded people it takes to make those ratings isn't just putting the proverbial cart before the horse, it's imagining the cart doesn't even need the horse. That's what I address in this video. Ultimately, media products and services built for PPM rather than for people will... Be devoid of heart or soul Be built for the next quarter … [Read more...]


10 Lessons for Radio from Starbucks’ Howard Schultz

Howard Schultz is the CEO of Starbucks, and you probably know that Starbucks has emerged recently from a dark period of declining sales, store closings, and layoffs.  The company is back now, stronger than ever.  And Schultz tells the tale in his new book Onward: How Starbucks Fought for Its Life without Losing Its Soul. I'm going to pluck out some of the lessons Schultz learned because they couldn't be more appropriate for an audience of broadcasters. Think about how these lessons apply to you. 1.  Don't Lose Sight of what Matters "Our strategy was to do more of what worked in the … [Read more...]


How to Get More Listening Occasions

"We need more occasions." That's the kind of radio industry jargon that we can thank PPM for. Where once all of our focus was (quite wrongly) on trimming out everything that could possibly be conceived of as "clutter," the trend nowadays is to look at an even more important issue: Keeping people tuned in is not enough.  You also have to bring them back. And cutting the clutter doesn't do that.  Because you don't know what you're not hearing, whether it's cluttered or not. Indeed the idea of "going back to" a station is completely different than the idea of "staying tuned to" … [Read more...]


Radio: Be Like Mario

There is no better excuse for poor performance on the stuff that really matters than "it's not in the budget." That's because the stuff that really matters has no budget line. Just ask Mario. He's the manager of my local neighborhood Dairy Queen. “Welcome,” he cried from the back corner as I stepped inside. Was he talking to me? “It’s nice to see you again!” Wow, I haven’t been in here in many weeks. “Hello!” shouted various members of his staff as they bustled around the floor making one yummy ice cream delight after another. All of this was for me.  And not just for … [Read more...]


What are you “Famous” for?

In our zeal to stand for so much, we too often end up standing for nothing at all. What are you famous for?  Can you fit it into one thought - one idea - and one sentence? Is it unique and special?  Is it magnetic to your consumers?  Is it at all magical? Watch this video which spells out the problem and the solution using a true-to-life example of a brand you'll be glad isn't yours (I hope). [iframe 500 281] Prefer audio?  Try this: (You can subscribe to all the MRM video and audio via iTunes and … [Read more...]


From Radio Promotion to Talk of the Town

When is a promotion more than a promotion? When it cascades into the talk of the town. So it seems to be for the folks at US 93.3, er... US ?3.3, who "lost the 9" in their station name and are on a hunt to recover it with the help of the Ft. Wayne community. This is a story, not simply a promotion. And one which invites interest and participation (what the digital folks call "engagement") from thousands of listeners. It is a campaign woven across every platform, even including some very clever videos modeled after a certain NBC TV show set in an office. Here's a recent … [Read more...]

Starbucks from the Street

You’re in the Experience Business

If the average broadcaster (and I mean the average one) ran Starbucks, what would that experience be like? Would it be even remotely like the one in your own neighborhood Starbucks? I strongly suspect that the average broadcaster would be providing the same coffee varieties they offered when they first tasted success years ago. They would be doing the same promotions, assuming they had the budget to do any promotions at all. The decor inside the store would be unchanged. They would furiously taste-test the coffees asking consumers how they could make this or that variety taste … [Read more...]

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