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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):

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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:

  1. What is a “brand”?

  2. What kind of “value” can a radio brand provide?

  3. What does “local” mean?

  4. What should a public radio station do when NPR circumvents it and runs much of its content online?

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