That’s not my name! by Joyce ‘Ting Ting’ Lorigan

11Aug

Just like the Ting Tings, we’ll soon be saying to the press, “Virgin Radio- that’s not my name!” But actually when you stop to think about it, we’ve already been saying that to them for quite some time now. In fact, since acquisition we’ve given the media quite a few new names to choose from:- TIML (Golden Square Ltd – to give it it’s full title), Times of India, Times Infotainment Media Ltd, Bennett and Coleman, Absolute Radio International and Golden Square.

So why am I telling you this? Well considering these names individually are pretty low profile in the UK, it’s amazing just how much traction they got compared to brand Virgin. In fact of the 1901 mentions of all names over the past few months (yes, we did actually count them!) almost half were not Virgin Radio or the Virgin brand. In fact, there were almost the same mentions of Absolute Radio International as there were the generic Virgin brand. If you are any doubts, just look at this pretty pie chart below!

Media coverage chart

The new name above the door will of course generate some media debate. It will be ‘new’ news for a short time. We will probably also be ‘formerly Virgin Radio’ for a while until the press think their readers are familiar enough with the new name. For the months and years to come however, it’s what the new brand stands for and the new ideas that it promotes that will make the news.

That’s not my name? Sorry Ting Tings..so what!

Joyce

Categories: Brands Media

Comments (7)

John @ August 11, 2008 at 7:10 pm | Permalink

So what you are saying here, is you don’t value the brand Virgin radio or rate it very much.. Lets hope the listeners and advertisers agree with you, after all Advertising,is tied into audience reach. Its not a given that media coverage matters very much for these two important factors, fingers crossed by the accountants then.
Niko (from Manila) @ August 12, 2008 at 9:19 am | Permalink

I don’t think that’s what she meant; I see this as a light-hearted poke into how the recent events at 1GS are covered. Well, it’ll all settle until they have a new name.

And Virgin in itself can refer to anything else.
Jack @ August 13, 2008 at 12:56 pm | Permalink

Good idea changing the name, how can Virgin radio shoes be sponsored by Sky (satellite TV) who are rivals with Virgin media (Cable TV). Sky must feel any advertising they do is subverted by the ‘Virgin’ brand being (although in reality unaffiliated) constantly mentioned. Same goes for airlines, travel companies, mobile phone operators and finance companies.

I’ve thought for about 30 seconds of some possible names so if you choose one just send the consultancy fee to a charity of your choice.

1) Sexy Ladies.

2) Yum! Aural Soup.

3) I’WuvU or maybe i-WuvU

4) Or so you get to the front of yellow pages. 0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.0.aaaradiostation
RaisingD @ August 14, 2008 at 9:16 pm | Permalink

“we’ve given the media quite a few new names to choose from:- TIML (Golden Square Ltd – to give it it’s full title), Times of India, Times Infotainment Media Ltd, Bennett and Coleman, Absolute Radio International and Golden Square.”

well dont use any of those for starters…they are..um.. crap..
Everybody knows that VirginRadio is independant to VirginMedia and i’m sure if there is any misconception by the public, it generates a wry smile from the shrewd advertisers. Who can in turn leap frog off the back of the misconceived brand name and be associated indirectly. After all VirginMedia is a strongbrand name that carrys weight as Branson indirectly generates a sense of trust. ,)
KB @ August 15, 2008 at 2:40 am | Permalink

I have to agree with RaisingD that the names listed are really not appealing or memorable. I am sorry but “Golden Square” sounds like either an Asian food restaurant, or some sort of breakfast cereal. I find Absolute Radio rather `forget-able’. The rest are too corporate sounding to be appealing to those who are youthful (or who want to be).

Unless you can come up with something substanially better than these, but still not too trendy, I’d leave well enough alone — besides, what happens to the V Festival ?? That in itself has brought a positive image to the name… and it actually really annoys a lot of people when marketing people try to change something that has positive associations, just for what appears to be some attempt to “reinvent” something that doesn’t need it.

An old saying in the U.S. ; “…if it ain’t broke, don’t fix it…”
llia @ August 15, 2008 at 9:37 am | Permalink

KB – I don’t think any of those names are intended for the station. Those are the names of existing groups/companies who have bought or are involved with the station.

Also, V Festival is not organised by Virgin Radio, another common misconception…

RaisingD – “Everybody knows that VirginRadio is independant to VirginMedia and i’m sure if there is any misconception by the public, it generates a wry smile from the shrewd advertisers.” – You’d be surprised how many people think we still are the same company. In the industry as well.
RaisingD @ August 20, 2008 at 12:12 am | Permalink

RaisingD – “Everybody knows that VirginRadio is independant to VirginMedia and i’m sure if there is any misconception by the public, it generates a wry smile from the shrewd advertisers.”
llia
- You’d be surprised how many people think we still are the same company. In the industry as well.

and thats a bad thing?.. hence the wry smile… you get positive press and the trusting name and your not even connected. You have a golden egg(and its unique)…why crack it?
Certain companies would kill for that position.

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