A little piece of your mind
When you’re positioning a radio brand, you don’t always have to describe it in terms of its target demographic or music format.
Your brand position doesn’t have to be a line of copy you’d put in a sweeper.
Here’s BBC Radio 1′s new controller, Ben Cooper, quoted in the The Guardian this week:
I would love Radio 1 to be the unofficial political party of young people in the UK.”
Positioning is a space you own somewhere in the consumer’s mind, not a list of core artists, and Ben’s idea is just about as firm and distinctive a positioning statement you could wish for.
Just don’t expect to hear it in the jingles.