You have a station that was once strong. Your brand is 20 years old. Your research shows that your format is viable, but your audience doesn't "get" the brand, would you reinvent and kill a herritage brand or flip it to something new?
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To kill a brand and reinvent, or flip...
- Thread starter leethalweapon
- Start date
So if the format is viable, why is the station failing? It's not the brand. It's either the staff, programming, promotions or all of the above.
I don't suppose it would hurt to rebrand, as it could shed previous stereotypes that listeners and/or advertisers may have had for the old brand. Flipping would be counterproductive, unless the format just couldn't sell (perhaps rebranding would help). I can't really think of the last time an Alternative station rebranded outside of a radical shift in direction. The only recent example of this I can think of is from 2008 when WKRK/Cleveland rebranded from active-heavy (and I mean dangerously close to Active, as they were playing 80s material from Mötley Crüe and GnR) K-Rock to adult-leaning Radio 92.3 and went jock less.
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