Branding a Perception

By P.J. Bednarski, Editor -- Broadcasting & Cable, 6/11/2001

As strategy, branding seems to be the best way to make the sum much larger than its parts. For most of television's existence, the mantra was "People watch programs, not networks." Branding begs to turn that philosophy on its head, and that's a lucky thing for the cable industry, which has far more networks on its hands than it does hits.

Even if that's not what's on, it's what I think is on. That's branding.

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