January 5 2016

Simon Wardle Shares his Thoughts on the ABC Family Rebrand

Media, Simon Wardle, ABC Family, Marketing

Octagon Chief Strategy Officer, Simon Wardle, spoke to Adweek about Disney's decision to rename ABC Family 'Freeform.'

Here's what he had to say.

"It's a radical repositioning, from something that is as traditional as you can get, with ABC Family, to something that is grounded in the values and lexicon of millennials. It makes all the sense in the world to be literally talking their language."

He also shared his 'dos and don'ts' for brands who are considering a new name.

CLARITY ABOVE ALL ELSE

"Especially when you consider how many channels are out there, it's important that it's a clear and consistent message, and you're being true to your brand, but also the audience."

RAISE AWARENESS EARLY

"It takes awhile for that message to get through, so the more you can do ahead of the name switch, the better."

KEEP YOUR CORE AUDIENCE ENGAGED

"Your existing viewers are the last people that you want to alienate, so make them feel like they are aware of the switch before it occurs."

DON'T FORGET ABOUT DIGITAL AND SOCIAL

"So much of millennials' content consumption is through streaming, and digital and social media is so important to them, so you need a strong online presence and social media campaign as well."

 

Read the full piece from Adweek here.


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