Clutter Creep

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

“Out of clutter, find simplicity.”
Albert Einstein

All brands eventually wake up from the malaise of sameness – to find it.

Our homes have it – mostly tucked in drawers or hidden in seldom used rooms.

Clutter.

Where you place a once-important item to be addressed later.

And, it creeps into a part of your natural habitat.

With media brands you’ll find multiple slogans or messages, assembled with inconsistency.

Or perhaps features that have been spawned without a serious mind-audit.

Or worse yet – a we’ve always done it that way brain freeze.

The BEST brands know that not EVERY thing is forever.

McDonalds’ – McRib (for a limited time).

Starbucks – pumpkin spice.

Netflix cleanses their feed every month.

With 2016 slowly dripping to a close, it’s time to de-clutter.

Your brands, your habitat and eventually – your mind.

Turn over every piece of your brand to clean up the message.

You can only be known for one (or maybe two) things.

Why pour anything else into your brand message?

Waiting for you and your consumer on the other end is a clutter-free, focused and consumable brand.


Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

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