Along with MSNBC’s launch of its new branding campaign, Sharon Otterman, the chief marketing officer for MSNBC, said something that should carved into some branding monument somewhere. She said “When you’re clear about who you are, you actually make money.” That, in a nutshell, is the very definition of branding.
The cable news channel unveiled its new tagline today - “Lean Forward.”
As reported yesterday in the NY Times, this is the first time MSNBC, now the No. 2 cable news channel, has made an earnest attempt to define who they are. Jeez, nice to finally meetchya, MSNBC.
I like this new tagline because it makes a very smart statement. It suggests a smart, contemporary, forward-thinking news organization. And that’s my personal impression when I watch their programming. I think what MSBC is saying is “it’s not about who leans left, or who leans right. Leave that to the other guys. We want to be known for going forward.” And of course, it implies that their primary competition, the conservative and so-called “Fair and Balanced” Fox News Channel, is leaning backward.
About that Fox News tag, you tell me – what kind of legitimate news organization would feel the need to tell you they are “fair and balanced?” Only one, I suppose, that is anything but. But that’s another post.
“The Place for Politics” catchphrase will be used alongside “Lean Forward.” Can’t wait to see more of their campaign.
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