Monday, January 30, 2012


I've been asked to post to the blog a question to get everyone's opinion on.

When your station undertakes a massive new campaign or rebranding, how much time do you take to discuss, come up with, design, and execute said campaign / new brand?

What are the pitfalls? What should you always do? What are the mistakes you've made in the past?

Share your thoughts -- everyone will benefit from your thoughts!


Anonymous said...

My current station has been shifting strategically for over a year with the pinnacle of the transition being a rebrand later in 2012. I can harp on a lot of things but I will give them credit for doing the research first, instead of just hiring some graphics company to recreate effects in some early 2000s movie trailer.

I think the biggest flaw in local television branding is too many stations view "rebranding" as graphics, set, and promos. I find that it's usually done in reaction to the competition or because a manager finds the graphics stale. Those are reasons not to rebrand.

Rebranding should be a research-driven strategic move that impacts product, promotion, non-news programming, web operation, and sales.

Rebranding should impact your products pacing, your product's sound and music, how you deliver lines and teases, common verbiage, etc. It should involve training everyone at the station.

The best rebrands are distinctive / different and create an emotion or feeling with the viewer that makes them feel at home, interested, alert, or whatever emotion you want them to feel. The best rebrands also don't abandon what already works.

Anonymous said...

How about a station who rebrands, launches an additional news show, and makes changes in syndicated prgramming...during sweeps.

It's what's happening here.
There's no amount of prep time that would be sufficient for this. Shoot me now.

Anonymous said...

It’s hard to give a meaningful and comprehensive answer to such a far reaching and important question in just a few lines. But I would say that my advice would be to keep it simple in terms of explaining how you are different, better, more unique. The pitfalls are often campaigns that are over-produced. You should always be consistent in message, style and tone. The mistakes I’ve made in the past are to not evolve the message when it needed to be.
Paul Greeley