Six words

This morning I rediscovered a TalkSPORT keyfob given to me by the station’s Head of Creative, Peter Gee. It was left rattling around my desk at work and I really should have taken better care of it.

You see, this keyfob is not just what Ideal Home TV might call “a personal security management solution” but is a lesson in brevity.

Unlike a lot of radio station merchandise it boasts no promotional strapline nor unsubstantiated claim. Just the TalkSPORT logo and six nouns that act as a frame of reference for the brand.

They are:

• Football
• Beer
• Women
• Cars
• Dogs
• Sheds

and they say all you need to know about TalkSPORT’s brand personality and the passions it shares with its listeners. Taking this approach the station has no need to live off the virtues of its personalities or the number of live Premier League matches it has secured rights for this season.

And ‘sheds’. That genius word neutralises all the lads-mag baggage of the previous five.

So what six words best describe your station?

It’s useful to have a clear idea of your brand’s frame of reference that’s separate from the functional detail of your content, especially if today’s Rajars weren’t exactly what you were hoping for.

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