In a report by NPR's Bob Garfield on this week's WNYC, New York, production of "On The Media" titled "Revolution, Inc.," a branding consultant goes from fomenting revolution to marketing video games, using many of the same techniques.
"One year ago, the world witnessed what appeared to be a spontaneous uprising by angry voters in the streets of Kiev. But for months, Ukrainian activists had been carefully honing their message and tactics. They did it with the help of American-backed "uprising consultants" - veterans of opposition movements in Serbia, Belarus, and Georgia. Bob speaks with one of them, Serbian student activist Ivan Moravic."
In case you think that the process of branding your radio station to build loyalty is a trivial thing, listen to his report and consider how weighty - genuinely, literally - your listeners may be taking your campaign to associate your brand with their values (I'll bet they think you MEAN it, so you'd BETTER!).
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