Partner, Albright &
excel in today's radio listening environment,
you MUST be a proud brand, not just a name.
A good talent with a weak brand will never
break through to the degree that they can
dominate a market. A good talent without
any brand will live their career in virtual
are five ways to tell if you're a talent
that is closer to Bland or a Brand.
Talent Brand Definition includes these
hype, and an attitude of self-importance
are anti-brand traits.
Talent's Brand Mission is to "surprise
and delight" everyday and create "must
starts with a thorough understanding
of the targets' attitudes, interests,
lifestyles and opinions.
with a clear embracing of these values
on air by the talent.
results in the delivering of entertainment
in content and style that is rooted in
Talent scores well on a High Respect
and High Love scale
generates increased trial which evolves
into repeat usage. Since repeat usage
is a requirement for High Love, achieving
High Respect is a prerequisite.
Love happens when a talent converts
regular users into fanatics. Again,
this can't happen before Respect.
Talent supports the station as a whole
and is NEVER an island
talent understand the station target's
AIO's (Attitudes, Interests
Opinions) and, on the air, are the same
type of people the station is trying to
endorses what the station stands for
(i.e., the STATION BRAND) and is an
advocate for it. With a few rare exceptions,
talent who do not make it apparent
during their shows that they support
the Station Brand will under-perform.
Talent is always busy BEING the brand.
They personally embody these attributes:
than life shows
personality that is fearless in the
embracing of the audience's values
and as such, is distinct and different
from the norm
- A "Carpe
Diem" attitude that permeates their
shows and is manifest in topically
interesting/short shelf-life subjects,
content that captures what the target
is talking about right now or will
be in the immediate future, and content
that embraces both pop culture and
listeners' values and presents them
from the audience's perspective
exploitation of bits with OGM's ("Occasionally
for delighting listeners on and off
who are having more fun than anyone
else in the market
who've also seen the talent's "heart" side
Albright and Mike O'Malley are radio
consultants that help stations in the US and Canada grow
ratings through programming strategies
and talent development.
While Jaye and Mike specialize in country
formatted stations, they have trained talent
for all formats and their seminar is non-format