HBO

• Brand Strategy

With its premier theatrical releases and its award winning original movies and programming, HBO is the leading premium cable channel. In spite of its focus on creating the best possible programming, HBO had become undisciplined in the way that it was managing and presenting the HBO brand. The on-air and print promotion used a wide variety of rendering of the logo and much of the on-air promotion was not addressing subscribers’ needs. After extensive discussions with HBO executives and a review of existing research, CMN produced an internal Style Guide that specified the proper rendering and use of the HBO logo both for on-air and print applications, and specified a wide range of guide lines for on-air navigation, promotion, and positioning. Our reorientation of the brand resulted in a more subscriber-friendly on-air look and a new tag line from their advertising agency: “It’s not TV. It’s HBO.”