Why SyFy?

SyFy Logo

By now you must have heard of the Sci Fi channel’s decision to re-brand. As of July 7th, 2009 the Sci Fi Channel will be named the SyFy Channel. In addition, the slogan “Imagine Greater” will be added to the new name and logo (shown above). Rebranding is most obviously done when companies merge or if a brand develops negative connotations. So why is the Sci Fi Channel rebranding? From what I can tell there are four reasons for the name change.

  • To stand out among other cable channels. Every brand strives to distinguish itself from others in the industry by communicating its value add, using unique marketing techniques, and choosing a dynamic name that reflects the company’s core attributes and its niche. Other popular cable channels have short, snappy names like: Bravo!, Sleuth, Versus, Discovery, and Starz. The Home and Garden channel makes its name catchy by making it the initialism “HGTV.” The name “SyFy” is NBC Universal’s way of moving the channel from a genre to a definable brand.
  • Out-grew the Science Fiction genre. What images and associations pop up when you hear “Sci Fi”? I, for one, think of aliens, futuristic plots, outer space, and Ray Bradbury. The Sci Fi Channel, however, offers more than just science fiction shows. The show “Moonlight”, for example, is a vampire version of Magnum P.I. and “Joan of Arcardia” is a drama about a teenage prophet. Clearly the channel’s current name does not reflect the breadth of its programming; renaming and rebrandingRead more

    • by Guest Blogger