Branding Rainbow

The author describes how Rainbow Media Holdings has developed and branded a number of its cable channels, including WE: Women's Entertainment, American Movie Classics (AMC), Bravo and MuchMusic USA.

Branding Rainbow

American Movie Classics, Bravo, MuchMusic USA, IFC, and WE: Women's Entertainment

Christopher KagerRainbow Media Holdings, Inc.

We are in the midst of a branding evolution. As new distribution technologies shatter the familiar models, only one thing is certain – content branding is more important than ever. In a world of infinite choices on multiple platforms, consumers will continue to choose the brands that consistently reflect their interests and passions, those brands that define their much-loved content categories. At Rainbow, we are committed to staying true to our core audiences. By continually re-evaluating and re-invigorating our brands, using...

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