Brand-building on Radio

When a client wants to make a long-term investment in a market, the message is often highly emotive and emotional. The objective is to express affinity with the market, to say “I get you”. Because radio is a frequency medium, brand-building on radio is expensive. Pure brand-building on radio is becoming more scarce as marketers opt for more targeted media solutions. Here’s an example of a brand-building campaign I wrote for a national newspaper:

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30″ Execution 1: “I am woman”

FVO:

No-one has only one side to their personality. I am Woman. I am mother and entrepreneur. I am independent and my mother’s child. I am a proud supporter of Bafana bafana…and AmaBokko bokko. I am many. I am one.

City Press. With dedicated individual sections for news, sport, business, careers, arts and culture. It’s the only newspaper that speaks to every part of me, every Sunday.

City Press. Distinctly African.

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30″ Execution 2: “I am man”

MVO:

No-one has only one side to their personality. I am Man. I am a father and the head of my household. I am an accountant and a kwaito and jazz fan. I am an elder. I am a child at heart. I am many. I am one.

City Press. With dedicated individual sections for news, sport, business, careers, arts and culture. It’s the only newspaper that speaks to every part of me, every Sunday.

City Press. Distinctly African.

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