Air personalities are a funny bunch. They love the idea of open breaks, free to create original content and tell stories that showcase character and personality. But they are often against features that happen at the same time each day. When you break down the objection, it’s usually because the feature has a name. The name matters, especially when branding a feature.

This article explains why branding a feature is almost always a great idea. including:

  • An explanation of why many good shows don’t get traction with an audience. 
  • Why it’s important to brand radio content with a memorable name.
  • Branding a feature creates a programming wedge.
  • Branded features can be recycled more effectively.

Branding a Feature Matters


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