Industry Views

Welcome to No Brand Land!

imConsultant Gary Begin of Sound Advantage Media writes today in a piece for TALKERS magazine in which he says that quite often there is a disconnect between the brand of a radio station and the brand-supporting messages that the sales staff is presenting to prospects. He says, “Experts in branding seem to be coming around to the idea that the power to make or break your brand-building effort lies not in the quality of your advertising but in the customer’s experience at the point of sale. In radio, that’s your over-the-air product and how your ad rep handles the advertiser.” He adds, “To navigate and successfully cross No Brand’s Land effectively, marketers must start by adapting brand message creation and delivery to today’s strategic sales processes.” He says there are two trends that will drive marketers’ efforts to create brand-supporting content that helps salespeople sell.” Read about them in his column here.

Sales

Pending Business: King Content

By Steve Lapa
Lapcom Communications
President

 

PALM BEACH GARDENS, Fla. — If “content is king,” then what is sales?

The sports world seems to be redefining how we view value and utilize king content. The trailblazer is arguably the biggest brand in sports: the National Football League.

The NFL wrote the book on how constant improvement and innovation, especially in media coverage, could drive a brand to unmatched heights in event marketing, viewership, influence, and income. It is no accident the NFL is now in the spotlight again moving the media innovation needle to 5.0.

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