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Promotional branding: show, don't tell
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We’ve discussed the importance of proving more than claiming. When viewers see and hear, they believe. Not only does this approach sell your point of difference, but it also gets the proof of branding spot on the air fast. That’s because the news team knows the... more »
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Branding Works: Winning severe weather in Hawaii
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At first glance, suggesting that a Honolulu TV station brand itself as Hawaii’s Severe Weather Station is a little like trying to sell the proverbial ice boxes to Eskimos. This is paradise after all with swaying palm trees, beautiful sandy beaches, and ocean breezes. But despite the... more »
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Gaining traction in the morning: FOX affiliate
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Situation Analysis The challenge to overcome in a medium-sized Midwest market is one that many stations face: How to gain traction with a morning newscast at a Fox affiliate against a dominant legacy station that easily wins the dawn patrol race? Our client knew... more »
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Sustaining brand value over time
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Situation Analysis Dominance in local news — it’s the goal of every TV station, but few make it and stay on top. AR&D serves a number of longtime dominant stations that have managed to sustain brand value — and dominance. ... more »
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The Invisible Station
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Situation Analysis This CBS affiliate in a large (top 20) market had a lot of ground to make up. A late entrant in local news, this UHF station was, in its short history, an independent station. Then a weak Fox affiliate prior to the affiliation... more »
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Latest Case Studies