Radio Rock = Great Branding

I saw The Boat That Rocked the other day and I couldn't help but think, "Radio Rock is a great example of a brand living and believing in its purpose!" So, naturally, I wanted to blog about it!

Warning! I'm going to disclose the ending of the movie, so if you want to see it and you don't want to know what happens - I suggest you go see the movie then come back to More Than A Logo and read this post ;). However, if you don't mind either way, feel free to continue on...

Essentially, Radio Rock is a pirate radio station who brings Britain rock music all day long, in a time when rock music was regulated by the government to be played, only, a few hours a day!

Radio Rock's brand purpose was to embrace and encourage people's love for rock music, no matter who stood in their way! They lived this purpose in every breath they took! The DJs they had on the ship to spin rock all day long worshiped the music and knew everything there was to know about rock - they embraced living like a real rocker (sex, drugs & rock n' roll).

Note: Images from IMDb.com

In order for Radio Rock to accomplish its purpose, it needed to hire people who were going to respect it's mission and fulfill it - after all, the staff are the people who bring the purpose to life!

Radio Rock's dedication to its mission - refusing to give in to the threats of the government and continue to give the people what they want - ROCK - was what gained it such a strong and loyal following!

The people shared values with the brand - they could connect with it on a deeper level. It wasn't just about the music - it was a movement! And its viewers felt a part of that. They were motivated by Radio Rock's purpose and felt by listening, they were contributing to that movement!

Great brands must motivate and connect with theirs customers beyond just the product or service! Make them feel a part of your purpose! This leads to extreme brand advocacy, because the customer feels tied to something great - they become personally indebted to the brand!

Dove Real Beauty did a great job of making their customers feel a part of a movement - they weren't just buying soap, they were connecting with a brand that wanted to see greater variations in female beauty... but I digress - back to Radio Rock:

So, this complete and utter devotion to the brand is seen at the end of the movie, when the boat is sinking, and the government has refused to send a rescue team - but who shall come to the rescue? Why those devoted fans, who would be devastated to see the enablers of the rock movement, which they've grown to love, sink to the bottom of the sea!

Note: Images from IMDb.com

It's like I've said before, your brand purpose must be something meaningful - something that will be truly missed if it were to ever disappear!

I think a lot of organizations can learn from Radio Rock and its devotion to its purpose!