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By: Kevin Robinson
“The person who follows the crowd will usually go no further than the crowd. The person who walks alone is likely to find himself in places no one has ever seen before.” – Albert Einstein
Coffee – Starbucks vs. Dunkin Donuts.
Smartphone – iPhone vs. Android.
Religion – Protestant vs. Catholicism
None of the above is “better” than the other, only different.
The “better” is determined by the end user, not the designer.
The human brain has seven slots of short-term memory (give or take two slots) at any given time. As brand marketers, our job is to grab just ONE slot and then print it to long-term memory.
Often times, “professional copywriting” is tremendously “same” and not different. The result washes over the end user and never “prints” in the “seven slots.”
While re-watching the historic and elaborate Naptown Rock Radio Wars, it’s clear that WIBC against WIFE was about who was different. When WNAP came to morally disrupt Indy radio history it was clearly different and messy – far from “better.”
So do something about it.
Listen, read or see the brand you shepherd.
Of course you think it’s better – you designed it.
But is it ‘different’ – from your competition.
Are there aural activators, unique talent and surprises that create “differentiators”?
Different is the new “better.”
A word of caution: being “different” carries a heavy tax.
You’ll initially be on an island, alone.
And sometimes that’s what makes it “better.”
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent. He lives in Indiana with his wife of 32 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].