Pretty basic audio branding knowledge video interview with the author and marketing/branding expert Martin Lindstrom over at Hear 2.0. More interesting however is a comment by fellow imaging guy Jeff Schmidt:
How many of our "copywriters" churning out hundreds of spots a month could test out of a Copywriting 101 class?
How many of our Marketing and Promotions people have studied Game Design and theory?
How many of our "talent" have actually studied comedy, entertainment and creative writing?
How many of our production people have studied the aesthetics and emotional impact of sound?
And how many of our managers are afraid of training their people in these areas for fear they might get "too skilled" for radio and leave?
From my perspective - not enough for the first 4 - and too many of the last.
While I'm not sure if managers hold back because they fear people might leave or because they just settled on an overall notion of "good enough" I think Jeff hit the nail pretty much on the head.
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