Seeking to redefine the network and further distance itself from the original brand definition “The Learning Channel,” TLC focused on connecting with its audience of women 25-54—moms, young couples and families—through the tagline “Everyone needs a little TLC.” Spots featuring poignant moments during its series captured the emotional connection the network has with its viewers, and swapping out the letters TLC for other phrases like “CRY,” “LOL” and “CRY” was a clever way to connote the range of emotions viewers can tap into.

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