USA Network’s New Brand: Bold or Blah?

Damian Holbrook
11 Comments
New USA Slogan
USA Network
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Blue skies are officially over at USA Network.

With happy shiny dramedies like White Collar and Burn Notice a thing of the past, the cable network has shifted its style to a decidedly darker hue. First there were the short-lived bummers Complications and Rush, then the wrongfully terminated Graceland, and now we have grim entries like Mr. Robot and Colony. Even the often-humorous Suits, which has outlasted its canceled kin, has taken on a grittier vibe following Mike Ross’s imprisonment for pretending to be a lawyer. Given the critical acclaim for the Golden Globe-winning Robot, it’s no surprise that the network is now leaning into its edgier vibe.

Today, the NBCUniversal property announced a new slogan and brand positioning—”We The Bold”—as a reflection of “the values and interests of today’s modern audiences by evoking courage, resiliency, risk-taking and authenticity.” In a release sent to the press, President Chris McCumber states that “USA is actively taking big swings with programming that is more daring than ever before” and that We The Bold “reflects the kind of stories we want to tell—rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in.”

The new campaign will be bolstered by promos featuring Mr. Robot‘s Elliot (Rami Malek), Colony‘s Katie Bowman (Sarah Wayne Callies) and WWE’s Roman Reigns. Because when you think of “authenticity,” professional wrestling totally comes to mind, right?

So what do you think of this new direction? Make your bold statements below!

 

ColonyMr. RobotSuitsRami MalekSarah Wayne Callies



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  1. G

    GoldBug

    Characters no longer welcome.

    1

  2. R

    RedCupcake

    Why change slogans? Why not just change the "letters" of the network from USA to NCIS - L&O. That pretty much sums up their programming.

  3. B

    BlueChefHat

    I am so disappointed with USA. All the shows I liked, they cancelled. I can't believe they cancelled Graceland too!! I will no longer be watching USA. I have NO interest in all the new shows they are bringing on.

  4. G

    GoldCar

    I must say that I am not happy with the direction that both USA and TNT are taking.

  5. C

    CyanPopcorn

    Some of the recent cancellations are extremely disappointing. Doubt this channel will continue on my favorite list.

  6. G

    GreenToast

    If "Suits" is sticking around, return it to what it was. I do watch "Colony," but that's it.

    1. C

      CyanCoathanger

      I usually love sci-fi, but after watching 2 episodes, I just couldn't get into Colony.

    2. R

      RedCupcake

      I tried Colony too, but it didn't hook me the way it should have. And I can't believe that in the first episode (or maybe second?) there was an actual conversation about Josh Holloway's hair. (His character's hair, that is.)

  7. B

    BlueRadio

    I understand that cable networks want to program to younger audiences but last I saw, those audiences aren't watching or buying cable TV.... Make due with Netflix and borrowing parents' online subscriptions.

    1. C

      CyanCoathanger

      Yeah, none of the younger people I talk to have cable or satellite anymore. They all watch through Netflix or apps on their tablets or phones.

  8. C

    CyanCoathanger

    I don't get it. Do they think more people will watch because they changed their slogan? I sincerely doubt it.