17-May-10 9:00 AM CST

Radio Marketing - Defensive Branding

Radio Lounge writes, produces and places a ton of media for clients in the direct response mode, and we also have worked with a number of clients nationally on various branding campaigns. Here is the question, are you fully prepared to run a branding campaign. In the past, bad news traveled quickly. In the present, it travels at the speed of light, and if your product or service isn’t ready to let it all hang out, you’d better do your homework, and get it fixed before you pull the campaign trigger. In the article called “The Pocket Guide to Defensive Branding”, Pete Blackshaw has a good bit of advice, including one aspect that caught my eye. He says, Think like your worst critic. Heck, put your own products and service to the torture test before other consumers do it for you”. Not a pleasant thing to do, but a must to consider before running a branding campaign.

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