Some business owners may see brand-building as an unnecessary luxury with no short-term benefits. However, extensive advertising studies show that well-branded businesses enjoy more effective, efficient, and profitable advertising in all time frames.

Successful brand-building campaigns must reach a wide audience, evoke emotions, and create brand recognition. With two-thirds of adults tuning into commercial radio every week, radio offers extensive reach for advertisers. Its primary content—music—is inherently emotional. Industry research indicates that radio campaigns are, on average, 60% more likely to make brands famous.