CHAPTER 30
Beyond Powerful Radio
Branding—Building the Brand Beyond Radio
“Things do not change, we change.”
—Henry David Thoreau
“If you can identify, capture and keep customers, thenmarketing is easy, but if you lose sight of the customerand their needs, marketing a brand gets more difficult.”
—John Parikhal
Branding in an Overcommunicated “Always On” World
How do you build and maintain a brand? Author, consultant, researcher and Joint Communications President John Parikhal shares wisdom from his years of experience establishing and marketing brands. He's worked with some of the top companies and corporations in the world, including helping radio and TV stations research, create, and grow their brands.
Parikhal says, “Audiences live in ...
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