Strategy: Case Study 6

For a leading established cable network, develop a brand strategy for new networks being launched.

Client

Content company that owned a number of cable TV networks

Business Challenge

This company had started with a single cable network that became fully distributed throughout the U.S. and many international countries. It began to invest in the start–up and acquisition of other networks, and faced a branding challenge.

• It was not clear whether the brand of the core network should be used in conjunction with smaller new networks, either as an endorser brand or primary brand. Significant disagreement existed at the executive level.

The Solution

Interview all key stakeholder to solicit their hypotheses and ideas about brand in the company.

• Review all existing research to determine which hypotheses were supported — also identity gaps in research.
• Oversee the conducting of new research to assist in understanding strategic options.
• Prepare benchmarking report on other companies that had faced similar brand issues and determine actions taken, results and lessons learned.
• Design and facilitate a series of meetings with the senior leadership team to review progress and make decisions.
  

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