{"id":1602,"date":"2019-06-20T12:14:51","date_gmt":"2019-06-20T02:14:51","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=1602"},"modified":"2019-06-20T12:14:51","modified_gmt":"2019-06-20T02:14:51","slug":"radio-in-the-brand-name-needed-or-just-stating-the-obvious","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/radio-in-the-brand-name-needed-or-just-stating-the-obvious\/","title":{"rendered":"“Radio” In the Brand Name: Needed or Just Stating the Obvious?"},"content":{"rendered":"

James Cridland, of media.info<\/u>, the media information website, recently outlined what seems to be a new branding trend in radio – stations have a different brand on air than everywhere else.<\/em><\/p>\n

\u201cA while ago, I worked on a radio station called \u201cThe Groove\u201d, which was a soul music radio station in London. It didn\u2019t have frequencies, since it was just online and through DAB broadcasting, which doesn\u2019t use them, so it was just called \u201cThe Groove\u201d.<\/em><\/p>\n

It became quite obvious that nobody knew, from its name, that it was a radio station. On its website, its social media, and other places, we had to work quite hard to educate people that \u201cThe Groove is a radio station that\u2026\u201d and all this seemed a bit of a waste of time<\/em>.\u201d<\/p>\n

It\u2019s certainly true that some radio stations have enough recognition that people would know they\u2019re a radio station. \u201cTriple M\u201d is a good example of a station which has existed for some time now in Australia, and most people in its target market would, you\u2019d think, know that it\u2019s a rock radio station.<\/p>\n

But radio rarely has these type of large brands – particularly if you\u2019re launching a new service. One way to get around that – as Triple M\u2019s owners have done – is to use the strength of the main brand to launch sub-brands: Triple M Aussie, as one example, is a station that just plays Australian rock music. Still obviously a radio station to most people.<\/p>\n

However, what happens if you don\u2019t have access to this heritage?<\/p>\n

There is a new branding trend that seems to be slowly emerging for radio – a trend which makes a whole lot of sense:\u00a0a different brand on-air to everywhere else.<\/strong><\/p>\n

One example is Magic Radio, a station in the UK that\u2019s called Magic Radio in its advertising, its press releases and its Twitter handle, but is called simply \u201cMagic\u201d on-air. You know it\u2019s a radio station when you\u2019re listening to the thing: but otherwise, \u201cMagic\u201d could mean anything at all.<\/p>\n

The beginning of this year saw ABC Classic FM, a classical music station in Australia, change its name to \u201cABC Classic\u201d – reflecting the multi-platform nature of radio. But the station recently aired a TV ad that called it \u201cABC Classic Radio\u201d. A perfect name for it off-air, but the \u201cradio\u201d bit is superfluous on-air.<\/p>\n

Does it make sense to have a simple, snappy name for a radio station on-air\u2026 and then a longer, more descriptive station name in marketing material?<\/p>\n

It seems an interesting new trend that might work well.<\/p>\n

 <\/p>\n

Read original article here<\/a> published on radioinfo.com<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

James Cridland, of media.info, the media information website, recently outlined what seems to be a […]<\/p>\n","protected":false},"author":3,"featured_media":1596,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/06\/architecture-brand-building-1426421.jpg?fit=4896%2C3264","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1602","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=1602"}],"version-history":[{"count":4,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1602\/revisions"}],"predecessor-version":[{"id":1606,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1602\/revisions\/1606"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/1596"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=1602"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=1602"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=1602"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}