Brand extension has worked well in starting to transition the UK across to digital radio, too, as argued (by someone other than me) in this blog post: http://ja

Brand extension has worked well in starting to transition the UK across to digital radio, too, as argued (by someone other than me) in this blog post: http://james.cridland.net/blog/its-all-in-the-brand/ http://james.cridland.net/blog/its-all-in-the-brand/ Rather than filling the dial with unknown names, like "The Groove", "BBC 7" and "Liquid" as they tried (and failed) in the early 2000s, broadcasters have transitioned to using extensions of familiar names. If you already know and enjoy Absolute Radio, or BBC Radio 4, on your FM radio, you're more likely to try out Absolute Classic Rock, or Radio 4 Extra on your shiny new digital set. Good, well-targeted extensions can only help widen the reach of any particular brand rather than dilute it.