I’m no branding expert but the SciFi Channel’s new brand feels to me like rearranging deck chairs on the Titanic. After she hit bottom.
When will CMOs understand that branding is not your name, or your logo? If you’re a channel on my television, then your brand is your programming. When you go from FireFly and Battlestar Galactica to Warehouse 13 and Sand Serpents (WTH?), the prettiest logo and the pithiest name in the world isn’t going to save you.
I just looked into ‘Sand Serpents’. The summary (quoted from the SyFy web site) is: “Danger lurks beneath a platoon of American soldiers in the Afghan desert – giant man eating worms!”. That DOES NOT HELP ME IMAGINE GREATER, guys.
Your brand is the sum total of your behavior, your audience’s perception of you, and the quality of your product. That gets wrapped up in a pretty package called marketing, which induces potential fans to tear off the wrapping and take a look.
If your behavior is bad, your audience knows you’re over, and your product is getting worse by the moment, using nicer wrapping paper won’t help.
I had a whole three-page rant thought up about this. But this story tells itself…