So, it is the first Absolute Christmas and the fact that things are going so well is the best present of all.  That being said, we’re not done yet. Aristotle (and a google search) said

“We are what we repeatedly do. Excellence then, is not an act, but a habit.”  Absolute Radio is off to a great start, but we need to make sure that we get into the habit of keeping up the excellent standard we have established.  We will keep up the habit of having live music, new music, innovation in shows and technology and involving the people who listen to the station.

We’ve also got to not fall into bad habits.  The fact that there has been a great radio station long established in One Golden Square is a point of pride, but we have moved on – and next year, we have to really make sure that Absolute Radio is recognised as a real brand.  Bad habits are like a comfortable bed, easy to get into, but hard to get out of – and after the initial flurry and excitement of launching the station, we have to remember there are still many people (and sometimes in here) who haven’t fully got it into their heads that we are now 100% Absolute Radio.  By this time next year, there should be no doubt.

A change in name is a good thing.  Jennifer Aniston’s real name is Jennifer Anastassakis – any name ending with ‘assakis’ is asking for trouble.  The original name for Google was originally BackRub – and back when it was first invented, the original name for Pepsi Cola was Brad’s Drink.  Becoming Absolute Radio is more than just a name change for us, it’s an evolution.  We haven’t just changed our name, we’re changing habits within One Golden Square to make Absolute Radio the best we can.  Habits are slow to form and longer to change, but soon everyone will get in the habit of calling us Absolute Radio.

Christmas is a good time for branding to change the way we see the world.  Apparently until Coke’s advertising campaign in 1931, Father Christmas always wore black and white or green and white – it was only when they changed his colours to that of the Coca Cola logo that Santa began dressing in red and white – proof positive that habits can change, and change the ways in which others habitually do things.  To quote (or cut and paste) the poet John Dryden “We first make our habits, and then our habits make us.”

No one is saying that given the current climate, next year won’t have it’s challenges – but Absolute Radio is a growing station.  2009 can either be viewed as a glass half full year, or a glass half empty year – how will you look at it?

I’m choosing to look at it as half full year – and with all the stuff we have planned – maybe a full full year would be a better description. Have a great Christmas… Clive