Why TV Brands Fail
Graeme Newell reveals the three biggest operational mistakes that corrode television station brands. Recorded live, on stage at the Promax/BDA station conference in Las Vegas, Graeme Newell reveals the best tactics for building television station brands that the entire organization will implement on a daily basis.
Research has shown us there is less trust in station promotion than ever before. Now, it’s not enough to just advertise a brand. The brand must permeate the entire product. Many television stations create a wonderful brand image, but it remains a promo thing, and is rarely demonstrated within the actual newscast.
Over the past few years Graeme Newel has been conducting brand audits with television groups throughout the country. He records more than 100 hours of each station’s news, and hundreds of their topical and image promos. He then goes through each individual story and promo, and tags them for brand compliance.
After doing these studies for two years at both successful and struggling stations, Graeme has come away with some very valuable information about how the best stations drive the brand into every piece of content they create.