Radio-the Interaction Leader

A recent article in Advertising Age talks about the new future of branding being in the hands of "interaction designers". It's a good article by David Armano that describes a new experience - an "ecosystem of experience" built on "microinteractions".

"Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level."

But wait a minute - isn't this what good radio is all about??? So here we go again - the on-line guys are co-opting and repackaging the essence of what radio is all about - a sense of belonging, emotion, and friendship. The on-line guys want people to believe that they invented the concept, but they have applied some sexy terminology and taken it for their own.

Armano continues...

"microinteractions…combined they define how we feel about a product, brand or service at a gut emotional level. In the case of Google, each time it helps us find what we are looking for, view a map, send an e-mail or connect with a friend, it deposits a positive impression in our memory banks. Kevin Roberts expresses a similar sentiment in his book "Lovemarks":

"Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect -- but there the similarities end.

Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can't live without. Ever."

Great radio stations do just that - create a connection. So resist the urge to compete with iPods. Understand that it is the integration of music, personalities and information that create an emotional connection.If we do not lose sight of that - Radio will be the leader and teacher in brand 2.0 in an interactive world!