RSS

Cometh The “Our”…

30 Sep

Your brand name is supposedly one of the most powerful things that distinguishes your radio or TV station from the rest of the pack. Commercial radio has known this for years, and has played on the power of identity to draw the listener in. So I sometimes wonder why the broadcaster with arguably the most recognisable brand in the world often shies away from saying it.

How often do you see or hear the intro to a report with an inline that says “Here’s our political correspondent John Jones” – or “more details from our health editor Hannah Smith”? More often than not, it’ll be on a BBC outlet, though some commercial broadcasters are just as guilty.

Does “our” imply a collective ownership, of which the audience is part? Does the term make the viewer or listener feel “part of the family”? Oh look – it’s our mate Bob Desmond.

Cometh the “hour”, cometh the missed opportunity to sing your brand name from the top of the transmitter. Don’t do it all of the time in every intro – that’s just going to sound annoying. But use it often, and say it with a flourish.

That’ll say more about your brand than the snazziest set or most expensive jingle package.

Advertisements
 
Leave a comment

Posted by on September 30, 2013 in Journalism, Radio Stuff, The Training Zone

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: