Brian who is a veteran Radio Program Consultant.
Before that, he successfully served many companies over the years
as Program Director, Operations Manger and VP of programming.
After working for individual radio stations and clusters, Brian joined,
Audience Development Group.
For the last 15 years Wright has enjoyed building alliances
with scores of stations in the US & Canada helping them grow
in ratings and revenue.
Emotional Or Logical
We often talk about the importance of branding your radio station.
But what type of branding do you focus on, the emotional of the logical?
As we are fully enveloped in this highly charged political season,
it might help to look at the political ads that have worked very well in the past.
Most of those have been the type that triggers an emotion over the logic.
Is it logical to think that either presidential candidate really wants to hurt our families?
No…but if one candidate can convince people to believe that, they will go after like there is no tomorrow!
Here is another example: If you were to walk into a Starbucks today
you would most likely been served by a hip looking 20 something ready to take your order.
There will be several people sitting at tables reading or working, enjoying their Latte's.
Starbucks is one of the premier "brands" of coffee in the nation one of those that's
used as an example of good branding. This brand is emotional and obviously not logical!
You just stood in line and paid over five dollars for a coffee drink.
In fact the store was full of people overpaying for coffee they could get at another place for far less money.
There's nothing logical about that! It's all emotional!
The best brands are highly emotional, they connect with your heart and imagination,
the right side of the brain, not the logical left side of the brain.
Many radio stations do just the opposite. Their “imaging” is all linear thinking focused on a feature,
that doesn't create any "image" in the listener’s mind at all.
In listening to countless radio station we find all kinds of "Best Mix, Lite Rock Less Talk, etc.
as stand alone, exclusive branding.
Only a few touched on emotional benefits like ''Safe for the whole family'' or “WADG one of life’s free adventures.”
Does our imaging really create an image, or is it all feature & fact?