USA Network debuted a new branding campaign and tagline, “We The Bold,” to reflect its evolving programming strategy that encapsulates values like courage, resiliency, risk-taking and authenticity, considered to be held dear by millennials.

“From Mr. Robot to Colony to WWE, USA is actively taking big swings with programming that is more daring than ever before,” said Chris McCumber, President, Entertainment Networks, NBCUniversal Cable Entertainment. “‘We The Bold’ reflects the kind of stories we want to tell – rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in.”

 USA Network debuted a new branding campaign and tagline, “We The Bold,” to reflect its evolving programming strategy.
USA Network debuted a new branding campaign and tagline, “We The Bold,” to reflect its evolving programming strategy.

Alexandra Shapiro, NBCUniversal Cable Entertainment marketing and digital EVP told Variety the network did extensive market research on the cultural mood of its demographic target, adults aged 18-49, and found that in addition to technology changes that have altered viewing habits, the audience prefers content that’s “darker and grittier” compared to a decade ago. The mood after 9/11 was “weirdly optimistic,” she added.

The tagline replaces the 2005 tagline of “Characters Welcome,” also led by Shapiro, but in a very different era.

“Like ‘Characters Welcome,’ ‘We The Bold’ reflects our culture and spirit in a timely and aspirational way, and serves as an inclusive rallying cry for our programming, characters and audience,” Shapiro said in a statement. “We couldn’t be more excited to bring this new positioning to life and to ultimately allow our fans to help imbue it with meaning.”

USA’s programming shift is supported by many of the network’s more recent anti-hero focused series — which are being used to launch the brand refresh.

“We The Bold,” has been introduced through content pieces told from the point of view of USA characters Elliot Alderson (Rami Malek) of Mr. Robot, Katie Bowman (Sarah Wayne Callies) of Colony, and WWE superstar Roman Reigns. All three spots organically feature the tagline within the context of each franchisee’s world.

USA is also planning spots with Harvey Specter (Gabriel Macht) of Suits, Todd Chrisley of Chrisley Knows Best and Teresa Mendoza (Alice Braga) of Queen of the South.

The phrase “We the Bold” will be displayed in different fonts and visuals in the network’s marketing materials, but it will not be voiced, Variety reports. The new brand positioning will appear across programming genres, formats and platforms, with micro-content also deployed across USA’s social and digital platforms.

READ MORE: Variety

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