We all remember the Paramount Pictures intro of yore—that clip with the stars flying in from the wings to surround a v majestic mountain, signaling your movie was about to begin.
That embedded memory could be why ViacomCBS’s existing premium streaming platform—CBS All Access—just got rebranded to “Paramount+” with the help of Droga5.
Back in 2018, when Viacom rebranded the cable channel Spike as Paramount Network, the then-network president, Kevin Kay, told Adweek that the Paramount brand “means what original programming is: great stories, great storytelling, great characters, [and] great talent…It has no negatives. We did the research.”
Perhaps some of that research had to do with nostalgia…
- When Warner Bros. rebranded its logo in November 2019, about 89% of consumers studied preferred the old Warner Bros. logo from 1984 to the new one, per Visual Objects.
+1: Some nostalgia marketing seems like a particularly effective strategy in 2020, the worst year ever, as nostalgia typically becomes more appealing in times of crisis.
Bottom line: Nostalgia marketing combined with The Plus Sign™ could make CBS All Access more relevant in the streaming space.
Via Morning Brew