Brand Fail

Format graveyards are filled with failed brands-gone-bad. Three things can happen when we rush into a format definition: (1) The brand is not understood; (2) the brand is misunderstood; or (3) no one notices. The problem with all positioning for radio stations is that they are inherently vague and require a lot of illustration to achieve high top-of-mind. Today that's a much tougher mission.

Not long ago in San Diego, working with the brilliant Bob Hughes, he talked about a misfire with a slogan once borrowed from the Triple A in Atlanta, "Rock Without Rules." It seemed like a perfect definition statement for a new brand seeking identity as "different" and "unique."

Shortly after his D.C. station was launched, Bob recalled, listeners picked on their apparent definition of "Rock." Comments like, "You play artists like Jackson Browne, but you won't play artists like Aerosmith. You play Bruce, but not Bob Seger ... why?"

Hughes said that led to the stake in the heart of their slogan: "You claim to have no rules, but you don't play Randy Newman, yet you do play Bruce Springsteen," which in turn led to the fatal allegation, "You claim not to follow rules, but you only play a small segment of Rock." This was a sobering disclosure for one of radio's best minds; Hughes was seeking a statement of format rebelliousness in his slogan, but the station's "persona" didn't support it. Focus groups quickly revealed that "without rules" was a contradiction ... an unintentional false promise. In fact, there was little on the station that validated "rule-breaking." No outrageous talent, nor were there titles that stretched the parameters. The station was by music criteria a good Triple A brand, but its message failed to position it as the market's Un-cola.

Everyday someone gets excited about a format launch, but the passion of the conference room can give way to a massive branding mistake; we've seen it too many times. What do we take from lessons like this one? Bob Hughes is one of a handful of people easily categorized as "talented," but with this case study, what seemed like a sure-shot (Rock Without Rules) strategy, quickly turned to introspection. What is the sustaining lesson here? Too many format positioning statements are an attempt to code-up or enhance a concept that is blatantly simple. "World Class Rock" actually means "Good Rock" or "Quality Rock" (which over time we've used successfully in several applications).

In case studies with the former architects of KFOG or KBCO, focus groups described those stations as "a mix of Classic Rock and New Music," yet those panelists rarely referred to "World Class Rock." Conversely, you know when you've landed on a breakthrough brand when your position-recognition succeeds even with those who don't even like the format!

Consider the alluring woman who proclaims, "I don't always drink beer ... but when I do I always drink Dos Equis."

A precept is a product. If you can't find a way to test positioning phrases and brand innovation, you may be in harm's way.

Measured in time, effort and hidden cost, failing with a brand name may not be fatal, but it can sap time and resources. And in today's turbulent programming waters, it will make few friends at corporate. So, "Stay thirsty, my friends."