CNN.com quotes Dave Howe, the president of Syfy, on the reasons why the channel needed the rebranding:“We needed a unique and distinct brand name that we can own for the future, that works in the multiplatform, on-demand world,” he said, adding that “Sci Fi” isn’t a brand name, it’s “a genre name.” “Syfy,” he said, “gives us a unique brand name. “The last thing we want to do is alienate our core audience,” he added. With the new name, shows such as “Galactica” can be exposed to a wider audience, one not scared away by all that “Sci Fi” connotes (”space and aliens and the future,” in Howe’s words).Howe continues on how the name was chosen:“This was a two-year exercise,” he said. The new name, he says, needed to be usable all over the world in Internet URLs, brand extensions and merchandising, and “the only way to do that is to create an empty name. “We explored them all,” he said. “We wanted a word that was uniquely ours,” while not straying too far from the sound of “Sci Fi.”
CNN.com quotes Dave Howe, the president of Syfy, on the reasons why the channel needed the rebranding:
“We needed a unique and distinct brand name that we can own for the future, that works in the multiplatform, on-demand world,” he said, adding that “Sci Fi” isn’t a brand name, it’s “a genre name.” “Syfy,” he said, “gives us a unique brand name. “The last thing we want to do is alienate our core audience,” he added. With the new name, shows such as “Galactica” can be exposed to a wider audience, one not scared away by all that “Sci Fi” connotes (”space and aliens and the future,” in Howe’s words).
“We needed a unique and distinct brand name that we can own for the future, that works in the multiplatform, on-demand world,” he said, adding that “Sci Fi” isn’t a brand name, it’s “a genre name.”
“Syfy,” he said, “gives us a unique brand name.
“The last thing we want to do is alienate our core audience,” he added. With the new name, shows such as “Galactica” can be exposed to a wider audience, one not scared away by all that “Sci Fi” connotes (”space and aliens and the future,” in Howe’s words).
Howe continues on how the name was chosen:
“This was a two-year exercise,” he said. The new name, he says, needed to be usable all over the world in Internet URLs, brand extensions and merchandising, and “the only way to do that is to create an empty name. “We explored them all,” he said. “We wanted a word that was uniquely ours,” while not straying too far from the sound of “Sci Fi.”
“This was a two-year exercise,” he said. The new name, he says, needed to be usable all over the world in Internet URLs, brand extensions and merchandising, and “the only way to do that is to create an empty name.
“We explored them all,” he said. “We wanted a word that was uniquely ours,” while not straying too far from the sound of “Sci Fi.”
with Ralph Whitbeck & Rey Bango
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