Frost Advisory #619 – The Emotional Connection To Your Brand

A recent conversation with a program director new to the format reminded me of an idea that I wished I had understood two decades ago coming from a world of mainstream radio.  

People don’t tune to your station because of what YOU are, they tune to your station because of who THEY are.

“Sometimes you have to watch somebody love something before you can love it yourself.”

Donald Miller, “Blue Like Jazz”
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Frost Advisory #617 – Things That Matter Most

In my travels I’ve found almost all discussions about programming revolve around things close to us; the music and deejays, the promotions and contests, the clocks and service elements. While these elements are important to the station’s design, they are not transformative. Why? Because those things are all about us. And the closer things are to us the more important they seem. To us.

The great brands (and stations) go beyond the nuts and bolts of design and reach into their listeners’ lives.

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