April 14, 2015Emotional Google
Google, one of the largest advertising companies and best known brands in the world, understands they need to spend money advertising themselves.
Plus, even though Google is a data-driven company, they use emotion -- not data -- to sell Google products.
"If we don't make you cry, we fail. It's about emotion, which is bizarre for a tech company."
That's Lorraine Twohill, Google's VP/Global Marketing, and while she wouldn't reveal how much her company has increased its budget for advertising, she does admit the emphasis on emotion is a shift in strategy.
April 7, 2015Our Kodak Moment
It was a part of each generation's best memories for 131 years. How could it just die? It wasn't from a lack of marketing. This spot is brilliant. There is irony here, because Kodak invented the digital camera, in 1975, but could never imagine the company without ...
March 31, 2015Threat Or Opportunity
When it comes to non-musical, non-commercial content on music stations, there's really only two choices: You either see it as a threat to your ratings, or as an opportunity. You know your own heart. You know you either fear your air staff when the mic is turned on, or ...
March 24, 2015It's Not Crazy
ESPN promos have been remarkably consistent over the years. Using self-deprecation, and with tongue planted firmly in cheek, these promos are part of the fun of watching the channel. This one shows friends and co-workers paying off sports bets, and it's funny and ...
March 17, 2015Just Plain Stupid
Seth Godin has a (typically) great post entitled, Confronting Stupid, that every executive in radio should read. You see, the problem with consolidated radio is that owners (Wall Street and high-finance number-crunchers) thought they could grow by cutting, as they ...
March 10, 2015Our Search For Meaning
It's hard to look back on the past 30 years and not notice our narcissism and greed. Our "best and brightest" didn't land men on the moon. We didn't unravel DNA. We didn't join the Peace Corps, or even work in government. We didn't build dams, roads, or bridges. We ...
March 3, 2015Screw Business As Usual
It's impossible to deny the business acumen and success of Richard Branson, which is why his book is worth reading. He's not only certain that socially conscious business practices are the right thing to do these days, he offers proof they improve the bottom line ...
February 24, 2015Address Is Approximate
This story doesn't need words. Forty years ago, creative people had limited access to display their creations to a mass audience. Radio, by virtue of its ubiquity and relative affordability, was one of those outlets. If you were young and creatively talented, you ...
February 17, 2015Optimistic Enthusiasm
Seth Godin says more with fewer words than almost anyone I read daily: "If your organization is both pessimistic and operationally focused, then every new idea is a threat. It represents more work, something that could go wrong, a chance for disaster. "People work to ...
February 10, 2015Every Life Has A Story
Just a quick reminder that you are surrounded by wonderful, emotionally impactful stories. Every person who calls your show has one. Everyone with whom you interact today has one. Watch this. Want more listeners? Want higher ratings? Want to stand apart from every ...