Thanks to Dave Beasing for sharing this imaging campaign for KPIX-TV's (San Francisco) morning news show. In an industry of sound-alike, look-alike TV news anchors, Kessler & Kohara break away from the pack because of this different branding approach.
Instead of promoting the tried-and-true benefits of TV news programs - breaking news, accurate weather, timely traffic - KPIX knows its viewers know all about that stuff. Instead, Kessler & Kohara are going in a different direction - providing a fun, irreverent (read: anti-traditional news) vibe that grabs attention... and ratings.
This is the type of branding concept that makes viewers feel good, and invites them to be a part of the Kessler & Kohara club. It's something that our morning shows and entire stations ought to aspire to. Because promoting "10-in-a-row" and "The Best Classic Rock" does nothing to stimulate an audience that is growing increasingly apathetic about radio. Yes, we have to tell them who we are and what we do, but providing some whimsy, some fun, and/or some edge helps set products apart in a positive way.