“Make it simple. Make it memorable. Make it inviting. Make it fun.” –Leo Burnett
What makes a brand – unique?
What is the secret sauce that separates YOUR brand – from the competition?
It is – memorable?
We ultimately look for ‘different’, not ‘better’.
Different is quantifiable.
Clearly defined in the end-user’s mind.
Better is subjective.
There are plenty of ‘better’ that suffer inferior outcomes.
Different is memorable.
For broadcast it is separated into three buckets.
Content – how is your brand based (talk – music – video programming) different from your competition?
Personalities – is talent on YOUR brand lean-forward – memorable?
Packaging – what is the score of your brand and how are sonics – atmospherics – written and produced?
Examples:
A. If you’re a Christian radio brand and you strive to sound like – say – K-LOVE – you’re already behind the 8-ball.
B. Second (or third) in a Country radio battle, you better sound different (especially third!).
C. Talkers – picking up syndicated scraps to beat a live – local brand will only create roadkill results.
A great (and expensive) non broadcast example is Quibi.
That brand thought they were different – clearly not.
As you and your team evaluate your brand, ask ‘…how are we different and why would I want to listen…”.
Today – different IS better!
Next Week: Not JUST Radio
