Comments on: Invisible Brand Statements http://www.jimwilli.com/2009/03/14/invisible-brand-statements/ From Audience Research & Development Wed, 08 Sep 2010 17:56:46 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: admin http://www.jimwilli.com/2009/03/14/invisible-brand-statements/comment-page-1/#comment-311 admin Sun, 23 Aug 2009 19:43:17 +0000 http://www.jimwilli.com/?p=61#comment-311 Andrew, Thanks for the thoughts - but I'm not sure what you are referring to about "missing a step." I agree with what you said - but actually I think you may have missed a step. Before you can get to step three in your scenario - the newscast has to deliver on that brand every newscast, every day. What step did I miss on my blog - which wasn't really describing branding steps anyway - just talking about how most brand statements are meaningless to viewers yet stations spend millions of dollars of air time promoting them. Jim Andrew,
Thanks for the thoughts - but I’m not sure what you are referring to about “missing a step.” I agree with what you said - but actually I think you may have missed a step. Before you can get to step three in your scenario - the newscast has to deliver on that brand every newscast, every day.

What step did I miss on my blog - which wasn’t really describing branding steps anyway - just talking about how most brand statements are meaningless to viewers yet stations spend millions of dollars of air time promoting them.

Jim

]]> By: Andrew Wyatt http://www.jimwilli.com/2009/03/14/invisible-brand-statements/comment-page-1/#comment-287 Andrew Wyatt Thu, 20 Aug 2009 14:10:06 +0000 http://www.jimwilli.com/?p=61#comment-287 Jim, You missed a step in your concept. First, research what viewers desire from your newscast Second, develop a brand statement that says you do those things. Third, spend all that air time driving home how your newscast delivers on those desirable attributes and lives up to your brand statement. The problem with brand statements is many of them are not believed by the audience and therefore not remembered. Many are just a pipe dream that management is not committed to really delivering on because it is too hard. "If you don't stand for something you'll fall for anything". Good brand statements that are managed inside the station, delivered and defined well with good promotion and believed by an audience are well remembered by viewers. Those are quite often the dominant players in a market. Jim,

You missed a step in your concept.
First, research what viewers desire from your newscast
Second, develop a brand statement that says you do those things.
Third, spend all that air time driving home how your newscast delivers on those desirable attributes and lives up to your brand statement.

The problem with brand statements is many of them are not believed by the audience and therefore not remembered. Many are just a pipe dream that management is not committed to really delivering on because it is too hard.

“If you don’t stand for something you’ll fall for anything”. Good brand statements that are managed inside the station, delivered and defined well with good promotion and believed by an audience are well remembered by viewers. Those are quite often the dominant players in a market.

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