Branding the network
18 January 2011 Jim Harrison,
Heavenly’s Creative Director, Martin Lambie-Nairn has been featured in the opinion section of Digital TV Europe’s website. His article argues that in a rapidly evolving media landscape a powerful brand is essential for defending a network against new competitor entrance or further media convergence.
Digital TV Europe which is in its 25th year of publication is renowned as the leading monthly international publication covering the business of broadband and pay-TV and is written for decision makers-across Europe, the Middle East and Africa.
The rapidly changing media market includes media convergence, increasing costs, more demanding consumers and new entrants. In his article Martin argues that many networks overlook what could be the most important tool that they have which is their brand. Consumers, he suggests are looking for an emotional connection to counteract the increasingly disjointed media market and that a strong brand is key to providing that.