«One of the questions posed to the students was whether they thought, here in Portland, they could identify radio stations that were true "brands." A few stood out (KINK, 94.7, KGON and Jammin' 95.5 for music, and KOPB and KXL for news and talk), but most, they felt, were just "stations" that didn't exactly connect with them. There were myriad reasons why this was the case. For the most part, they felt as though most music stations were "delivery systems" with some people telling them what the song was. Part of their reasoning was that there lacked, in most cases, a tangible emotional connection. Most of the people in our class are under the age of 25, pretty brand loyal and savvy and, despite the fact they are in what amounts to a radio creative class, struggled to find, with some exceptions, a reason that a radio "station" could be considered a radio "brand."»
«Brands are, by definition, things that evoke emotional connections. Their value is a function of the fact that you care about them, and you only care about the stuff you maintain an emotional connection to or, in the ideal case of Kevin Roberts, the stuff you "love." Zanger says his students viewed most radio stations as "delivery systems" rather than brands. And in a crowded mediasphere with sound-alike competitors "delivery systems" are commodities. Easily and readily substituted whenever and however the mood strikes. I think we really need to ask ourselves as broadcasters what, exactly, creates value in our brands. What turns a "delivery system," a soul-less music channel, into an emotion-filled "brand"?»
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