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Say It & Do It. Be True to Your Brand Promise

By David Kidd, BPR

Recently, I decided to have a listen to one of the lower rating music stations in a major market.  The station was a former CHR powerhouse but went into a steep decline when its #1 breakfast show defected to a competitor.

I tuned in halfway through Irene Cara’s “Flashdance”. I was quite surprised by the choice of song but not nearly as surprised to hear a sweeper immediately following the song telling me that the station was “playing the hits you love from the 90s to now”.

Huh? Last time I looked “Flashdance” was a hit in 1983.

I listened a bit longer …. on came Starship’s “Nothing’s Gonna Stop Us Now”. A chart hit in 1987.

Its now 12.25pm on December 9, 2021 and I’m writing this article.  I turned the station on again…..they’re now playing Aretha Franklin’s “Respect”.

What the….?

An analysis of the music reveals the station plays at least three 80s songs per hour.

Depending on how many songs per hour they play, between 20% and 30% of the music does NOT comply with their brand promise ….”90s to now”.

Listeners are not stupid. If you play the 80s …or the 60s in the case of “Respect”…..then don’t pretend you only play the “90s to now”.

Does this station’s music research show that these 80s songs test really well with their audience but the programming team thinks that if they say “90s to now” they’ll be able to position themselves younger than if they say “80s to now”?

I have no idea.

Delivering on a promise is a very easy thing to do. You say it…. you do it…100% of the time.

Unfortunately failing to deliver on a promise is just as easy. And the listeners will catch you out.