On last week’s show I began with a lofty premise: “If you’re a new programmer or new to the format this maybe the most important Frost Advisory you’ll ever read.” (Do you have to use quotation marks if you’re quoting yourself?)

I went on to say that our CCM format doesn’t inherently have the basic foundation for success that almost every other format does. Notably 1) hits, and 2) stars. (I had a similar challenge when programming Smooth Jazz. We overcame that challenge to reach top 4 in Adults 25-54, thank you very much).

When a format is limited by having no hits and no stars a station must create familiarity some other way if it is to become a market leader.

It has to create a brand that is meaningful.

“The essence of branding and being worth consuming is that experience, not the ingredients which make it up. A radio brand, like any other, is in the experience business.”

Mark Ramsey

Unfortunately, most Christian music stations are nothing more than a commodity. While positive, encouraging, and uplifting are authentic benefits of the format they are inherent TO the format.

A true brand must develop concepts that transcend the format, particularly in competitive markets like Dallas and Atlanta where all CCM stations are playing the same music.

Things that are generic don’t generate passion and loyalty. If a customer can take it or leave it… chances are they’ll leave it.

On next week’s show I’ll share some ideas. And maybe give away a toaster.