CNN International (CNNi) wanted to herald its expanded investment in worldwide coverage with a refreshed identity package.

And, for the first time since 2001, change its tagline.

They asked Tooth+Nail to develop a tag that spoke to a diverse, transparent, and evolving network. “Our viewers go beyond borders every day, seeking out intelligent newsgathering on multiple platforms … we needed a tagline to speak directly to their aspirations.”

solution

T+N explored a broad spectrum of concepts. Then we presented ideas in our trademark  visioning workshop. With stakeholders from all over the globe, online and on speaker phone, Tooth+Nail guided CNN management in selecting and honing the winner.

As CNN says, “Go Beyond Borders” is an articulation of CNN International’s shared values and commitment to delivering intelligent news in a connected world.

Turns out the tagline is not only  a marketing message, but also a content filter. Every day CNNI’s news coverage promises to go beyond the expected.

Challenge

At Headline News, their name had become a problem. During prime time, the network no longer carried news or headlines. And because their name was descriptive, viewers often mistook the entire channel as a segment on CNN.

They asked T+N to explore naming possiblities.

solution

We generated hundreds of choices and, working with management, narrowed down to four very distinct names and positions for Headline News. Each name was brought to life with packaging, logos, and carried through to consumer testing.

One name was clearly a favorite among consumers. Which one? We’ll never tell. But the positioning work did help inform the direction of HLN’s final brand of “news and views.” Sometimes, simple works.

Ever hear of a brand guide getting rave reviews? This one did.

“Brilliant . . .should be the guide to speak about all the networks.”

Patalia Tate, VP Creative Services, Food Network

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Food Network faced the truth: most network guideliness are beautiful binders that sit on shelves. They wanted a vibrant brand guide. Something that crackled with personality and spoke to everyone, from CEO’s to interns.

Tooth + Nail worked closely with top management to shape the Food Network Brand Bible.

The result? A short, lively PDF that lives virally throughout the network. And got raves throughout the Scripps corporate family.

A&E is taking over the world. 138 territories. 200 million homes. That’s a lot of friends.

They called us in to spread the brand love. Top of their list: turbo-charge their annual International Conference and branding workshops; find innovative ways to communicate the brand message, ramp up the interaction, and create a greater sense of community. Yeah, short list.

Lucky for us they have great networks: History, Biography Channel, and Crime and Investigation. And a fantastic team.

” The best workshop ever!

That’s all I’ve been hearing both from management and from the affiliates.

Thank you for staying on top of us and coming up with really great solutions.”

Joe Gargano, AETNi

Most recently for two top 20 networks. Shhh. Both are under wraps.

For one network, the content no longer matched its famous moniker.

The other network needed to recapture excitement for a well-loved but struggling daypart.

How do we rename an icon?

• Understand the philosophy of naming.
• Love words and wordsmithing.
• Zen our minds and approach the network from different points of view.

Need renaming help?

Only one name you need to know. Tooth+Nail