Executive Round-Up: Execs Share Rebrand Advice

We asked some of the minds behind major rebrands what they believe is the most important aspect of the process. Here’s what they had to say. 

Jonathan Killian
VP, Creative Marketing and Brand Communications
NewsNation

“The most important thing to consider is your audience, your target audience, and trying to make sure that viewers know who you are and how to find you and to offer something that is unique and that they want. We believe that we’re building something that is going to be a unique promise, that much
of the country is very hungry for, and that is a news network that talks to the wide slot of middle America.”

Marco Liceaga
Senior Vice President, Marketing and Business Development
Univision

“We knew we had only one shot to get it right, so for us we had two main priorities: First, to ensure that the new brand built upon the legacy we had established with Univision Deportes in the US and Televisa Deportes in Mexico, while simultaneously positioning us for the future in both territories. It was then essential to effectively articulate what the new brand [TUDN] represents and deliver on that promise for consumers and partners.”

Allison Page
President
Magnolia Network

“We believe it’s important for a rebrand to honor the existing audience while inviting new viewers to the table. Leading up to our rebrand, we are strategically introducing new titles to bridge new content while carefully avoiding a ‘light switch effect’ on air. We look for commonalities in both brands to serve as a starting point, but we will widen the aperture over time to include an increasingly broad scope of content.”