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Ideas and technique to help you promote and image radio

A little piece of your mind

When you’re positioning a radio brand, you don’t always have to describe it in terms of its target demographic or music format.

Your brand position doesn’t have to be a line of copy you’d put in a sweeper.

Here’s BBC Radio 1’s new controller, Ben Cooper, quoted in the The Guardian this week:

I would love Radio 1 to be the unofficial political party of young people in the UK.”


Positioning is a space you own somewhere in the consumer’s mind, not a list of core artists, and Ben’s idea is just about as firm and distinctive a positioning statement you could wish for.

Just don’t expect to hear it in the jingles.

image: iStockPhoto