The Robinson Report — Message

Your brand is messy.

And — it’s not your fault

The human brain has seven slots of short-term memory (give or take two slots) at any given time.

The job in branding is to grab just ONE slot — and print it to long-term memory.

The biological phenomenon is the reason we can’t remember what we had for lunch last Thursday — or the dozens of billboards we pass.

The brain is just too busy.

Even more reason to keep you branding message — simple.

You can only be known for ONE thing (Maybe two).

IBM — Computers

Starbucks — Coffee

Stanley Steamer — Carpet Cleaning

Although they ALL offer much more.

You are not alone in your field.

Your message needs to hit harder — and faster than your competition.

So, THEY hear it.

ONE message — ONE shot to differentiate.

Audit your logos, messages — everything.

De-clutter your brand — and a clean message will follow.

Next Week: Prep

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