The viewer at home doesn't really know who they're watching. They tend to have a stronger affiliation with and understanding of cable brands because cable brands are much more focused and niche-oriented. Cable stations have a single brand, as opposed to the fractured brand of the networks. We had the pleasure and honor of working with ABC to address that problem. We worked with them to develop a strategy to unify the ABC brand on-air.
Digital media require new ways of doing business with people.
The key elements that distinguish companies will be the content and service that form the customer experience. Price will be less important, oddly enough. People value respect toward their time and lifestyle more than financial savings. They're willing to pay the difference for superior service. Branding in the digital space requires a new type of thinking.