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Ever take a personality test? How about Myers Briggs?
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Or maybe the bubble wrap test?
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But the biggest question about personality: where does it come from?
- Are we born with it already inside.
- Or does our environment–family and community–shape it.
We ask the same question about your network. Does its personality come from inside — the content? Think of channels that focus on news, music, sports, or history.
Here’s a classic example of a network spot driven by content:
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High energy, outrageous and funny. Just like the program.
But what about a network personality driven by the audience?
Think about networks directed at kids, or women, or young men. Retailers have been doing this for years.
Take Axe.
All around the world, Axe cologne has targeted men in their late teens and early twenties. The people who market Axe know that this consumer always has one thing on his mind:
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Yup, young men have lots of colognes to choose from, but chances are they’ll remember Axe.
Same with networks.
In the US, lots of networks show original movies. But The Hallmark Channel has targeted families. Watch how the words they choose conjure up feelings of comfort and family.
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Here’s the truth: Scientists tell us that personality comes from a combination or our genes — what you could call our content — and our environment.
Networks too. A distinct personality comes from both content and audience, and how they shape each other.
History. Perfect example. They’ve built their brand refresh around how the content affects the audience.
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“We are a different breed of men” describes their audience as well as the Ax Men. Masculine. Down to earth. Authentic.
By looking at both their content and their audience, History has honed their core personality into a rifle shot.
Speaking of a different breed of men, how did Jackie Chan change the face of Martial Arts movies? Find out in the next chapter of “Write with Balls.”
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