I’ve never met Isaac but I did get to witness what is likely one of the highlights of his life.

A few months ago Isaac was able to meet Matthew West prior to a concert and shared his dream of singing on stage with Matthew. While some might have viewed that as small talk with an artist, Matthew saw it as another opportunity to share a fan’s story. A few hours later Isaac was on stage singing “Truth Be Told” with Matthew West.

In his showcasing a fan Matthew demonstrated a technique that I’ve referred to as making big things little and little things big.

A sea of red, it has been described. For the past 25 years in my other life I’ve served as the public address announcer for the St. Louis Cardinals’ spring training. That means for the month of March I’m surrounded by visitors from the Midwest and beyond that embrace the identify of Cardinal Nation. I know many of their names. And yes, they wear red.

A brand is much more than just a combination of attributes.

Attributes are the elements that any station can do. Songs, deejays, contests, information elements like traffic and weather. A brand is bigger than that.

I was driving along minding my own business when the announcement came on the radio for “The National Bereavement Conference 2024.”

“Egad!” I thought. Were they talking about an amazing get together of caring people that come alongside those whose lives are forever changed due to the loss of a loving spouse? You’d never know it by what sounded like the label to a file folder.

There is no promotion so brilliant that it can’t be made utterly ineffective through the presentation of data, such as a list of dates and times.

Don’t worry! I’m not going to ask how many times you play “Easter Parade” by Judy Garland and Fred Astaire.

Easter, from a programming perspective, is not like Christmas with 27 different versions of “Mary, Did You Know?” that we can play.

But the principle is the same.