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.

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Today a clear, core brand personality is essential.

This workshop gives marketers and managers the tools to grow their brand in a fast changing marketplace.

We help participants build or embrace their brand personality, then understand how to express that brand on-air and in the sphere of advertising and social media.

The workshop is designed to inspire creative thinking, bolster team building, and give participants the branding tools they need to share within their departments.

In this workshop we cover:

• BUILDING BRAND PERSONALITY

• EXPRESSING BRAND ATTRIBUTES
visuals, voice, and language

• CREATING BRAND SUCCESS.

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Creativity may seem like an elusive beast.

But it can be captured, trained, and strengthened. This workshop gives your team the tools to release their own creativity on demand.

We start with a strong foundation: understanding the audience. Once you understand who you’re talking to the conversation gets so much better.

Then we tap the deep well of personal experience and emotional resonance in the room, and aim them squarely back at the assignment. We throw in a few twists.

The result—knock out creativity from your group and the resources to generate your own creativity at will.

In this workshop we cover:

• BE THE AUDIENCE

• PERSONALITY BRIEFS

• THE BIG IDEAS

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