What’s in a name? On November 15, MSNBC will soon learn the answer as it embraces a new identity.
After being part of NBCUniversal for years, MSNBC is gearing up for a rebrand as it spins off into a fresh, publicly traded company called Versant. The channel will start going by the name MS NOW, a move prompted by NBCUniversal’s insight that a brand competing in the news sphere shouldn’t carry the “NBC” labels anymore. For those wondering, MSNBC had been sharing newsgathering tools and resources with NBC News, but that relationship is about to change.
Rebecca Kutler, who leads the network, informed the staff via memo that this name swap comes after months of careful planning and collaboration. She reassured everyone, saying, “We are tackling this head-on, and our future success will rely on being innovative and entrepreneurial.” Sounds encouraging, right?
To help audiences understand this shift, MSNBC is rolling out a new marketing initiative to clarify that while the name might be changing, their mission will remain intact. Their catchy motto will be “Same Mission. New Name,” a pragmatic choice compared to past slogans like “This Is Who We Are,” “Lean Forward,” or “The Place for Politics.” In one promo, Rachel Maddow is set to remind viewers that while the network’s name might change, their commitment to the audience is still the same.
MS NOW might have a fresh vibe, but it’s also building a new foundation. The network is dedicated to enhancing its team by bringing onboard reporters and producers from notable platforms like The Washington Post, NBC News, Politico, and Bloomberg. Lately, they’ve been upping their game with a sharper focus on securing interviews with prominent figures right at the beginning of stories. Moreover, MSNBC is diversifying its guest lineup, actively inviting Republicans such as House Speaker Mike Johnson and Senate Majority Leader John Thune onto their shows.
As part of this change, MS NOW is also setting up its own Washington Bureau and has partnered with Sky News to ensure their new audiences in the U.S. can keep up with global news coverage.
It’s important to note that changing a media brand isn’t a walk in the park. The folks at Warner Bros. Discovery learned this when they rebranded a streaming service traditionally linked to HBO as “Max,” which handicapped its recognition due to HBO-associated content. Paramount’s own experiences with various name changes of their cable outlet illustrate how tough it can be on brand identity in the fiercely competitive media landscape.
Despite these challenges, executives at MSNBC remain hopeful that viewers will take to the new MS NOW label and remember it aligns with “My Source for News, Opinion, and the World.” Only time will tell how this transition plays out!
