Finally – a media company that understands the best number of brands is one
Nine’s return to a one-brand strategy will give it a marketing advantage in 2016, argues Mumbrella’s Tim Burrowes.
Today was about the tenth time I’ve sat through a Nine presentation on its plans for the year ahead.
My first was in 2006, in the board room of Nine’s headquarters in Willoughby during that strange period when Eddie McGuire was boss (he wasn’t in the room) and Mia Freedman was in charge of morning television (she was in the room).
Nine’s upfronts have rotated through various studio and hospitality venues over the years. But today it felt like things had come full circle.
When I was hired by 9 a while ago, it said Mi9 on the contract, and I was like – hold up – aren’t I getting a job at Channel 9?
Posted on the other 9 article. This move is a step in the right direction. 9 has a branding issue and you can tell they’ve actually put thought to it this time round.
I still think there could be improvements. For instance, there are too many channels:, Why not combine Gem and Go? What is the difference between them. Why are they separate? Further, I still don’t understand the NineMSN brand. What exactly is it? Why do you need a NineMSN venture(?). Doesn’t it cannibalize or overshadow the Nine News brand.
so mi9 is dead now? And it’s ninemsn again (despite the fact msn doesn’t own any of it?)
NINE are converting a Datacasting channel to a “real” channel and creating 9SD to simulcast their main channel in SD. Never mind the quality, feel the width.
One brand eh… yeah doubt it.
NBN will probably rename them “NBNLife” “NBNGo” etc… why Nine, their owner, doesn’t force them to use the word NINE is beyond me.
And WIN… let’s be honest, Bruce is scared of the Nine dots, which is why they’re never seen… he’ll be apoplectic at this.
That’s of course if NBN and WIN even bother getting NineHD and NineLife to air. Any chance you can ask them for we poor regional backwater cousins, Mumbrella?