It is time to stop mourning the death of the Program
Director and celebrate the birth of the Brand Manager. The days when programming one radio station
was a full-time job are gone. If you are
still using the title Program Director, you might want to consider making the
move to this more accurate title. A growing number of radio companies are now
calling their PD’s Brand Managers. It
more accurately reflects how the job has evolved.
When Lay people asked what I did for a living, I used to
say “I am responsible for everything you hear coming out of the speakers on
your radio; music, commercials and personalities. A few years ago, I had to start adding the
website, stream, Facebook, twitter, e-mail club, text club, HD stations, NTR
programs and events. The station call
letters now represent a brand that is used for content distribution on multiple
formats across a growing number of platforms.
There are many, many definitions for a Brand Manager but I
like the one found in the Brand
Management Study guide: “Brand
management includes developing a promise, making that promise and
maintaining it. It means defining the brand, positioning the brand, and
delivering the brand. Brand management is nothing but an art of creating and
sustaining the brand. Branding makes customers committed to your business. A
strong brand differentiates your products from the competitors. It gives a
quality image to your business. Brand
management includes managing the tangible and intangible characteristics of
brand. In the case of service
brands, the tangibles include the customers’ experience. The intangibles
include emotional connections with the product / service.”
As you embrace your new role, one of the key
responsibilities will be to develop a brand book for your team. It will insure a consistent set of core
values and standards for the use of your call letters throughout these
platforms. It is critical that you
continue to meet your customer’s expectations. Here is just one of many excellent sites that
can help you develop this resource:
It is tough not to long for “the good ol’ days” but
remember there are five key stages to mourning; denial, anger, emotional
despair & sadness, reorganization and then LETTING GO AND MOVING ON!!!
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