Nonstop Branding: The Goal Of Every Radio Station


This is what every radio station should accomplish, says Gary Begin, the owner and consultant behind Jackson, Tenn.-based Sound Advantage Media.

“Think of rebranding not as an occurrence, but rather a procedure,” he notes. “Rebranding is like shifting tectonic plates. As long as the shifting is a slow nearly imperceptible continuous movement, everything is fine. It is only when the plates freeze up and pressure builds, that shifting becomes violent and damaging.”

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