Make Your Station A Killer Brand

What's the difference between a ho-hum product that hurts your bottom line and a Killer Brand that compels people to choose it and use it? In Killer Brands, marketing guru Frank Lane reveals his recognized three-step method to unlocking the marketplace and creating brands that annihilate the competition. Here are his secrets viewed through the lens of radio:

• FOCUS: find the one singular, differentiating, and powerfully compelling quality that will make your Killer (Radio) Brand known—not because of what it says it does, but because it does what it says
• ALIGNMENT: connect everything that you do in perfect harmony to deliver that focus consistently time after time, making sure that nothing you do inadvertently detracts from that (listener) expectation
• LINKAGE: make your Killer (Radio) Brand synonymous with the product ( pop, rock, hip hop or r&b music/lifestyle) in the marketplace, so the consumer (listeners) thinks of only your brand when the need arises

By following these three tenets of branding - and applying them to your station's branding, content, and marketing - you're guaranteed to kill the competition and create a dynamic, thriving radio brand with higher ratings and revenue.