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Here’s how hard it is to change your station’s image

Is it Kentucky Fried Chicken or Kitchen Fresh Chicken?

If you have to ask, you don’t know anything about branding.

Consider this the next time you try to “rebrand” your radio station as something unlike it has previously been because “changing the name/call letters would cause havoc among advertisers.”

One brand cannot be two different things at the same time.

William Shakespeare on rebranding “What’s in a name? That which we call a rose by any other name would smell as sweet.” Have you noticed how KFC is attempting to rebrand their restaurants with a strange little phrase—”kitchen fresh chicken”—that keeps popping up in their ads? What do you think? If we’re bombarded with “Kitchen Fresh Chicken,” will we eventually forget about “Kentucky Fried Chicken?” Can megaspending on advertising still wear us down and implant new thoughts in our subconscious minds. Not if KFC continues to serve its chicken in paper buckets from run down, fast food restaurants.

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