Monday May 16th, 2011.

The day Donald J. Trump withdrew from – the 2012 Presidential run.

Only to sag into our subconscious, rear-view mirror of irrelevancy.

Fast – forward to last week.

Well – you know.

Remaining relevant is often the ‘Worst Fear’ answer in industry profiles – certainly among entertainers.

It’s the ‘hot’ topic at every convention, seminar and group meeting.

How will your brand remain – relevant?

Smith – Corona was once a gun company but their swing to stay relevant after millions abandoned typewriters was – word processors.

The 17 year old has a radio – called a Smart Phone.

The 31 year old bought a lap-top – without a DVD player. 

The 44 year old get their news – from an app.

When was the last time you picked up a dictionary?

Thanks auto-correct – and Google.

Troubling times are ahead for legacy media – innovation in VALUE will be the key.

More brands are becoming CUSTOMER – not BRAND – focused.

Being the MOON (reflecting light of the customer) not – the SUN (BRAND focused).

Radio (Smart Phones), television (YouTube), film (Netflix) – all teetering on irrelevance.

In 36 short hours, no one will be buzzing about The Supermoon.  It’s just how ‘buzz’ works in 2016.

What will you provide that will make your brand – buzz?

Next Week:  Clutter Creep

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 Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent.  Kevin lives in St. Louis with his wife of 30 years, Monica.  Reach Kevin at (314) 882-2148 or