Frogsploitation.
On Wed, Dec 7, 2022 at 9:10 AM M-D November <[email protected]> wrote: > Maybe it's time to bring Michigan J. Frog out of retirement and use him as > a brand ambassador? (Although maybe make him a little less of a stereotype > than the WB did back in the day...) > On Wednesday, December 7, 2022 at 12:00:29 PM UTC-5 Adam Bowie wrote: > >> I was convinced they'd just go with "HBO Discovery" or "Discovery HBO" - >> simply on the basis of brand recognition alone. >> >> While I'm sure someone somewhere has done some research that says that >> HBO is considered too premium/male/old-skewing for some consumers, I'm not >> sure I'd buy that. It just takes one hit show to wipe away those >> perceptions. >> >> Surely you just go with the brand that has the biggest impact. "HBO" >> means good TV. "Discovery" means... well we sort of understand what it >> means. "Max" means nothing to anyone. >> >> Every other streaming brand has taken its strongest individual brand and >> built off that. CBS All Access becomes Paramount+ because more people know >> Paramount than CBS - particularly if you have global aspirations (there not >> being a bunch of CBS channels out there in the wild). Disney+ wisely trades >> on their most valuable asset - their near century-old brand (I'm also >> firmly of the belief that ABC, FX and Hulu shows can all be wrapped into a >> single app, just becoming tiled sub-brands within it, exactly as they're >> doing in the ROW). Peacock is a meaningless brand outside the US. Nobody >> has a clue who they are, or why it's named after a bird that was kept by >> wealthy aristocrats. But then NBC's global presence is largely limited to a >> financial business channel, because even though viewers throughout the >> world know NBC shows, they're not branded as such (Friends is Warners etc). >> >> WBD is going to have to spend sooooo much money explaining who they are >> to consumers when they already had two perfectly good brands that already >> explained that. Their rivals will be scratching their heads wondering at >> the madness of it all. "HBO" already has lots of value globally. Game of >> Thrones on its own is enough to say "We make TV you want to watch" globally >> - no more, no less. Throw in something like "Euphoria" and I think you're >> done. >> >> Similarly, "Discovery" is another decades old brand which instantly tells >> you what you need to know about its programming. Why any marketing person >> would want to ditch those powerful brands is beyond me. All their marketing >> is going to have to have to explain it all over again to consumers. I mean >> unless they're going to pivot entirely on what they make, and for all the >> cuts that WBD is making, I don't think Zaslov actually wants to do that. >> >> Also, I'd be amazed if they don't run into IP issues with the name "Max" >> all over the world because it's such a simple name, and there will be >> dozens of businesses in overlapping areas. There definitely *will* be >> territories where they simply can't use it - at least unless they start >> writing massive cheques. >> >> >> Adam >> >> >> On Wed, Dec 7, 2022 at 3:17 PM PGage <[email protected]> wrote: >> >>> So I have heard different takes on this; those who are saying Zas is >>> getting rid of HBO are, I think, clearly wrong. HBO will still exist as a >>> premium cable channel that can also be streamed, but the name HBO will no >>> longer be included in Warner Brothers Discovery Streaming Hub site, which >>> is on track to being called simply “Max.” That is the sacrifice of >>> significant brand awareness. >>> >>> The fact that Discovery doesn’t want the HBO brand on its signature >>> mothership tells us everything we need to know about WBD. Whether still >>> deserved or not the HBO brand signifies quality programming; but WBD’s >>> brand is cheap, mass appeal, not elite quality. They are McDonald’s, not >>> French Laundry. And, of course, as much money as Thomas Keller makes, I’m >>> sure it’s not a major fraction of what McDonald’s clears every year. >>> >>> Still, if the French Laundry was purchased by Macdonald’s, and they >>> forced customers to walk into a local McDonald’s to make reservations at >>> the French Laundry, a lot of folks would be irritated. >>> >>> ======= >>> >>> “The merged platform’s expected name, “Max,” is being vetted by the >>> company’s lawyers, according to people familiar with the matter… >>> >>> The app itself will share similarities with Disney+’s platform, with >>> Warner Bros. Discovery’s brands as individual tiles, the people said. HBO, >>> Discovery, DC Comics and Warner Bros. will be among the landing hubs on the >>> platform, the people added.” >>> >>> >>> https://www.cnbc.com/2022/12/05/warner-bros-discovery-max-streaming-service-name.html >>> >>> -- >>> Sent from Gmail Mobile >>> >>> -- >>> You received this message because you are subscribed to the Google >>> Groups "TVorNotTV" group. >>> To unsubscribe from this group and stop receiving emails from it, send >>> an email to [email protected]. >>> To view this discussion on the web visit >>> https://groups.google.com/d/msgid/tvornottv/CAKGtkYL98tsT_-tPi%3Du%3DkTS_WPWw-gDWPdm8nHQ%3Db3kCnojkyg%40mail.gmail.com >>> <https://groups.google.com/d/msgid/tvornottv/CAKGtkYL98tsT_-tPi%3Du%3DkTS_WPWw-gDWPdm8nHQ%3Db3kCnojkyg%40mail.gmail.com?utm_medium=email&utm_source=footer> >>> . >>> >> -- > You received this message because you are subscribed to the Google Groups > "TVorNotTV" group. > To unsubscribe from this group and stop receiving emails from it, send an > email to [email protected]. > To view this discussion on the web visit > https://groups.google.com/d/msgid/tvornottv/7da27144-92b9-471e-a6ac-19296acf7e6an%40googlegroups.com > <https://groups.google.com/d/msgid/tvornottv/7da27144-92b9-471e-a6ac-19296acf7e6an%40googlegroups.com?utm_medium=email&utm_source=footer> > . > -- Kevin M. (RPCV) -- You received this message because you are subscribed to the Google Groups "TVorNotTV" group. To unsubscribe from this group and stop receiving emails from it, send an email to [email protected]. To view this discussion on the web visit https://groups.google.com/d/msgid/tvornottv/CAKgmY4DpGr5HzKJr58Knww%3Ds3yn3dYtdsGk7b%3DDz_fq_rwqN6g%40mail.gmail.com.
