(By Buzz Knight) If you follow March Madness at all, you’ve probably seen the unique service that the NCAA offers fans on its website specifically for this time of year. Here is a link to their tournament homepage where you’ll notice the “Boss Button” at the top of the page.
The “Boss Button” concept is simple. If you are at work but, like many, distracted by how their brackets are doing and you are wasting company time when you should be working, you need protection should your boss make an… untimely intrusion.
As the boss walks in and is about to catch you in the act, you hit the Boss Button and the NCAA bracket page disappears in favor of a cleverly designed page that looks nothing like a sports site. In fact, it looks like you are watching some instructional work-related videos.
While your mileage may vary using this strategy in real life, this is a brilliant, tongue-in-cheek way for the NCAA brand to stay memorable, relevant, and not taken for granted.
In the dynamic landscape of consumer preferences and market trends, brands often find themselves needing to refresh and reinvent to stay relevant and competitive – something radio brands need to remember regularly. However, successfully breathing new life into a radio brand requires strategic planning, creativity, and a deep understanding of the target audience.
Here are some effective strategies that brands have used to reinvigorate and freshen their identity that radio can learn from.
Brand Repositioning
An example of product repositioning is Old Spice.
Once considered a traditional brand for older generations, Old Spice figured out a way to position themselves for younger consumers with its humorous and irreverent marketing campaigns featuring spokespersons like Isaiah Mustafa, “The Man Your Man Could Smell Like.” This rebranding led to a significant increase in sales and brand awareness among younger demographics.
Cultural Relevance
Nike has a long history of staying culturally relevant by aligning its brand with social and cultural movements.
From its iconic “Just Do it” campaign to its support for athletes and causes like racial equality, Nike connects with consumers on a deeper level beyond just selling products, fostering a sense of loyalty and community.
Digital Transformation
Burberry underwent a digital transformation by embracing social media, e-commerce, and innovative technologies. The luxury fashion brand leveraged platforms like Instagram and Snapchat to engage with younger consumers and introduced digital initiatives like personalized shopping experiences and virtual fashion shows, enhancing its brand image for the digital age.
In conclusion, reinvigorating a radio brand requires a multi-faceted approach that addresses changing consumer preferences, market dynamics, and societal trends.
Start by carefully taking stock of what you have, how long you have had it, and how stagnant you have been in the process of managing it. If bringing back a successful promotion, find a new twist to make it stand out and be top of mind in your market. If you have a show with legacy benchmarks, add something new that will freshen the feature and give it new life.
Stagnation is your enemy.
Buzz Knight can be reached by e-mail at [email protected]. Read Buzz’ Radio Ink archives here.
