Harker Research Asks, When Should You Rebrand?

Is Rebranding Always For Failures?

On their blog, HARKER RESEARCH takes on the topic of "rebranding." Is it something you do only after your format fails? No, says HARKER.

"The thought of rebranding a radio station strikes terror in the hearts of most GMs, Sales Managers and PDs.

"That’s because within the industry, rebranding, changing the look, sound, and feel of the station, is too often taken as a sign of failure. Only failed stations rebrand. Successful stations don’t.

"Unfortunately, that’s wrong and dangerous. Every radio station should periodically rebrand itself. And the irony is that rebranding should be done when a station is on top, not when it has hit the skids."

Check out the full posting here.

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