{"id":31959,"date":"2010-02-10T23:43:04","date_gmt":"2010-02-10T23:43:04","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31959"},"modified":"2010-02-11T01:54:41","modified_gmt":"2010-02-11T01:54:41","slug":"mtv-new-logo-for-a-changing-brand-promise","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/mtv-new-logo-for-a-changing-brand-promise\/","title":{"rendered":"MTV – New Logo for a Changing Brand Promise"},"content":{"rendered":"

Remember when MTV promised to deliver music via television?\u00a0 The MTV of the 1980s was completely different than the MTV that teens watch today, and the logo has been changed to better reflect that new brand promise.\u00a0 While it’s true that the brand name<\/em> should actually change in order for the name to match the promise, the company is only changing the logo at this time.<\/p>\n

The old logo (shown below) clearly promoted the “Music Television” part of the brand name.\u00a0 Afterall, in the early days of MTV, the channel was all about airing music videos.<\/div>\n

\"mtv_logo_old\"<\/p>\n

The new logo (shown below) might look like the short, fat cousin of the original MTV logo, but there is more to it than meets the eye.<\/div>\n

\"mtv_logo_new\"<\/p>\n

The new logo will be used in a transparent form to imitate a television screen or billboard with images of MTV reality stars, programs, and more.\u00a0 It’s a gimmick that should work well for MTV, but it lacks the in-your-face, rebellious, cool vibe that MTV held when it debuted in 1981.<\/div>\n

\"mtv_logo_snookie_jersey_shore\"<\/p>\n

I suppose the bigger question is why didn’t MTV just completely rebrand?\u00a0 Isn’t RTV (Reality TV) more appropriate these days?\u00a0 The brand name, itself, no longer accurately reflects the brand promise.<\/div>\n

However, MTV’s content has changed since its 1981 debut in an effort to keep up with the changing world around it and shifting consumer demands.\u00a0 You can’t fault the company for making that change, even if the brand name is now an oxymoron.\u00a0 In a time when teens (and even adults) can go to YouTube anytime of the day or night and find just about any music video or live performance to watch at their leisure, it would seem obvious that the original MTV format wouldn’t bring in enough viewers anymore to keep the channel afloat.<\/p>\n

There is no doubt that MTV has put a lot of effort into remaining relevant, but that relevancy has moved from music to something else entirely.\u00a0 Remember when “I want my MTV” was practically the mantra of a generation?\u00a0 Now, that <\/em>was a powerful brand!<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Remember when MTV promised to deliver music via television?\u00a0 The MTV of the 1980s was completely different than the MTV that teens watch today, and the logo has been changed to better reflect that new brand promise.\u00a0 While it’s true that the brand name should actually change in order for the name to match the […]<\/p>\n","protected":false},"author":4,"featured_media":31962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[103,104,105,6170,6169,1364],"class_list":{"0":"post-31959","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-image","9":"tag-brand-message","10":"tag-brand-promise","11":"tag-mtv-brand","12":"tag-mtv-logo","13":"tag-rebranding","14":"entry"},"yoast_head":"\nMTV - 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