Branding TV, 2nd Edition

11CHAPTER

Who’s in Charge of the Execution?

Thus far, this book has examined and explored branding and marketing in the theoretical sense. For the rest of this volume, we will point out some ways to turn theory into practice. The practical applications suggested were developed and honed in the trenches of day-to-day branding and marketing at stations that faced rating challenges. Although what follows is not necessarily a guaranteed road map to success, a thorough understanding of the daily challenges and opportunities faced by real-world television broadcasters will allow the reader to be that much ahead of the game.

11.1          WHO’S THE EXECUTIONER?

Many names are applied to the manager who is in charge of the station’s branding ...