MTV: Building Brand Resonance
MTV has been able to achieve a powerful brand by having the ability to change direction when viewers demanded it. They began simply as a 24 hr music resource that featured music videos. When ratings declined they substituted a portion of their music videos for long form programming (Unplugged, Headbanger’s Ball). MTV continued to adapt by stressing that they were not just about music, but the news and pop culture that surrounds it. They supported this strategy by offering different entertainment including reality shows, celebrity news, and programming featuring famous artists such as The Osbournes, Punk’d, Cribs and the VMA music awards (to name a few). MTV transitioned into becoming a credible newsworthy resource for their viewers, proving themselves during national disasters such as 9/11 and Hurricane Katrina.
MTV also transformed itself into a global giant. MTV is present in over 421 million households in 167 countries. They can attribute their international success by not expecting the world to participate in American pop culture. They report on each local culture individually- solidifying that they are “in the know” with local top and upcoming talents, pop cultures, and news around the world.
Although MTV has adapted, they have been able to keep their messaging consistent: edgy, youthful, relevant, credible, interesting etc. They also don’t forget their roots: being a credible star maker and proving to be at a superior level when compared to other music channels. Music still persists to stay a part of MTV (albeit more online), and associations are still very powerful when connecting MTV and the public.
Brand associations are extremely powerful. Many famous artists can attribute their fame to MTV, because audiences expect MTV to represent edgy and relevant. Ask well know celebrities such as Billy Idol, who went from virtually unknown to famous on an international level (in a matter of moments). MTV has...