“Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.” – Howard Schultz
Recipes are finicky – and tremendously subjective.
Take chili ingredients.
Replace olive with coconut oil – different salivary outcome.
Forget cumin – or add optional cayenne – everything changes.
The victory in the end result is determined by the tasters – not the chef.
Same holds true with brands – and bands.
Example – take three minutes to listen – and watch – this.
Studio rough cut of Chicago’s ‘Feeling Stronger Every Day’.
(Ed Note – the best ensemble rock band – ever.)
Note the mix is flat – Cetera’s harmonies have yet to be inserted – and various overdubs.
Final recipe is yet to be – mixed. Hear THAT – with same video – here.
Then ask – do you need Pankow’s trombone? Parazaider’s sax?
“…Think of the reduced expense – without just ONE of those musicians…?”
Then of course – it wouldn’t be – Chicago.
Same holds true for media brands.
Those who will themselves to ‘cut themselves to prosperity’ often misunderstand – the recipe.
“…We can save by reducing talents costs…’
“…Do we need THAT expensive VO talent…?”
“…Signage – jingles – logo items – any cuts there…?”
Of course – with uneven results.
Change ingredients in recipes – brands – bands. They become something different.
When asked about eliminating a part of the sum – know that the brand changes.
Little things – are BIG things.
Did Blue Oyster Cult need – a cowbell player?
Of course they did.
Next Week: Rules
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. He is also a featured speaker to national groups and state associations. Kevin lives in Indiana with his wife of 33 years, Monica. Reach Kevin at (317) 769-0583 or firstname.lastname@example.org.