There’s a neat article in the NYT about cable TV channel FX. John Landgraf, president and general manager of FX Network, is given a good deal of credit for the channel’s recent success. This guy is building a brand. He has a strategy and over time is implementing it. It is his brand strategy that guided the decision to greenlight shows like Justified and Sons of Anarchy. It is this brand strategy that helps his people cast shows stars, name show characters and create program titles.
The brand strategy is what is providing consumers with the ability to articulate what the channel stands for. There is a vision here and it’s a vision in rarified air when it comes to TV. This is Steve Jobs stuff. Mr. Landgraf (land grab?) is not allowing focus groups plumbed from American Demographics magazine to decide his programming, he is using data smartly, but allowing his gut and (brand) vision to help consumers toward what’s next in programming.
FX has an idea. Brands need an idea. Without, they are water lapping the shore. Peace!