CTAM EUROSUMMIT ’08 – BERLIN. Channels should have a clear vision of what they stand for, according to Nick Sunderland, strategy director, Heavenly. In a session on brand strategy at the CTAM EuroSummit, Sunderland said brands should focus on the single line of interest that their customers depend on.
Sunderland spoke of the transformation of UKTV G2 into Dave, the Home of Witty Banter, based on the premise that everyone knew someone called Dave. “They said UKTV G2 was not a signpost to the brand and had no emotional attachment. Dave is the sort of name that has a noisy personality. It sits on the Sky EPG, and is a point of difference away from the marketplace. People see Dave as a friend.”
Bruce Dunlop, CEO, BDA Design, recalled when he was creative director of Sky: “NTL and Telewest were having trouble getting excited about anything, struggling with being utilities”. He said that although Virgin Media’s Samuel L Jackson promo displayed “a million messages”, there was at least some excitement. “We’re all in the entertainment business and true entertainment people get excited about what’s on their platform.”
