I remember clearly what really got my jets fired up way back when I was just starting out as the Creative Services Director of Z100/New York. I sat down with Steve (Kingston) and asked him for some inspiration to help me really dig in on the CSD gig. He immediately flipped on his office big screen and turned it to MTV.

Do you ever wonder why most radio productions are so bad? Why radio doesn't capture your attention or make you sweat with enlightenment? Why everywhere around you radio copy seems to be catering to some mythical consumer who is exactly like you only completely stupid?

The moral of this story swings the arrow right back around to that old adage that we are in the business of selling, not entertaining. If you can sell while being entertaining, way cool. But the prime directive, before entertainment, is relevance.

Can we start injecting more personality into Radio Imaging and Audio Branding? This article might seem a bit harsh but sometimes reevaluating our Audio Brands might be the most important thing we can ever do, and here's why.