How to learn “The Art Of War Imaging Strategy” or…

知彼知己,百戰不殆;不知彼而知己,一勝一負;不知彼,不知己,每戰必殆 – chinese are you kiddin?

Sun Tzu the ancient chinese military general and philopoher once said :

It is said that if you know your enemies and know yourself, you will not be imperiled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperiled in every single battle.

Sure there is a lots of different factors making a radio station stand out or create a successful product. There is the overall quality of the product/program, which is a massive factor, the marketing efforts being done for the product/station, the customer service, the right time and the right place…….but in my opinion there are also rules and certain ways to achieve success.

The most important in my opinion, when it comes to what we all do – station branding, is : Have a market matching, target related, audience based and powerful Imaging Strategy to make your brand vision come reality –  I am gonna make you the Master Tzu of Imaging!

To me Tzu’s quote still is the key to victory in the all day radio battle and Imaging War.

1. There are PDs and Imaging Directors who try to transfer the particular “Imaging Sound” and “Imaging Style” of their favourite station in their market without knowing their competitor and their own product. They will fail. Why? Sure you like the sound of Dave Foxx and Z100, but will this fork for your AC audience in Utah? Will their Imaging guy by be able to emulate that sound? Will your audience feel at home?

2. There are PDs and Imaging Directors knowing every detail on their station and staff through knowledge of human nature, analysis or reserach, but not a cent what their competitor is up to opr will be up to. They will fail. Why? Think about you are the challenger and you try to attack the audience in the same format with the same means and imaging styles then the market leader. Will this work? Will this startegy make you sound different? Will your station be remarkable, Will the listener get that listening to your station will create a difference in his live?

3. There are PDs and Imaging Directors know everything abou their audience, target, product, staff and about their competitor. They will succeed! Why? They will define the right imaging startegy considering all the information and knowledge they have.

They will know, which voice to pick to make the station being attractive to the audience!

They will know, which Style of Imaging / Jingles to buy or to create to sound different enough to be remarkable or hit the right tone to make their audience feel at home or  attract new listners!

They will write copy for Promos, Sweepers and other Imaging pieces in the right style to grab the attention of the audience, to make their passion grow and make them followers!

They will develop their own brand constantly and add value to it by introducing the right overall Imaging Style matching perfect to the market, the target and the brand vision.

They will attract new and talented staff by giving them opportunity to develop and having the right persons to guide them.


Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.

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