Last Saturday I watched 9/11: Blueprint for the Truth on my local PBS station, KBDI. I was intrigued by the research observations and findings by the architects and engineers that were challenging the reasons for collapse of the twin towers and building 7 at the World Trade Center on September 11, 2001. As you probably know there is a movement afoot that says the buildings fell the way they did because of a controlled demolition.
During the program I was also interested in how KBDI handled the pledge breaks. Like most non-profit stations they used the breaks to ask for money, but unlike most organizations in general they utilized the break to champion their brand. Station staff and volunteers talked about KBDI's strategic plan, core values like risk-taking, free speech and outside the mainstream. That was great.
Based upon the content of the program and the attributes expressed during the breaks, I concluded that what I was watching was an on-brand experience. No matter what side of the aisle one might be on concerning the debate related to the show, the approach taken by KBDI was a very effective way to recruit and retain brand champions for the station, and for PBS.
How does your organization deliver on-brand experiences? Does it have a brand strategy, or does it simply spend money on advertising to get some quick wins?
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