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.

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