If it looks like you’re seeing the plus symbol on your screens now more than ever, you’re not imagining things – that’s just a quirk of the many legacy media companies that are finally branching out into the continuing “streaming wars” for the most part. of brands – safe way they know.
This year alone has seen the entry of heavyweights including Discovery + in January and a rebranded Paramount + in February (formerly known as CBS All Access), as well as the CNN + announcement in July, although that subscriber-supported platform is not expected to be launched by early 2022.
There are now more “positive” platforms than at any time in the history of streaming, with this year’s additions bringing the full list to nearly a dozen services that are now vying for your attention. Along with the 2021 newcomers, don’t forget Disney+, Apple TV+, BET+, ESPN+ and others that cover a range of ad models and audience sizes.
Almost every new streaming service that hit the market or were announced in 2021 included the now common plus symbol suffix. But not everyone is baffled by the plus.
Putting a “+” in a media company’s name to denote its streaming arm “is a short-term versus long-term strategy,” said Mike Carr, Texas-based director and co-founder of branding firm NameStormers, which he helped name customers like hard cider brand Angry Orchard and car dealer CarMax.
In the short term, legacy streaming media competitors such as Discovery and Disney may employ the popular naming tactic to leverage the pre-existing knowledge of their broad-based brands in the marketplace. “But you’re not differentiating yourself,” said Carr, a 35-year veteran in the brand and product name business.
“The long-term problem is, when ‘plus’ becomes old-fashioned or outdated, well, now everyone’s overwhelmed with these ‘plus’ trailers,” said Carr, comparing it to other “ridiculous naming strategies” like the brand. “.com” fad that swept emerging companies in the early 2000s. “Well, we all know what happened, right? The bubble has burst.”
Not every streaming service that has been launched in recent years has fallen victim to this naming convention. NBCUniversal’s HBO Max and Peacock went for more catchy, catchy, and unique names when they both launched in 2020. Carr singles out 18-month-old Peacock (who could have been called NBC+ in a parallel universe) as a prime example.
“Peacock is a brand you can build and own, and I think it was a much better long-term strategy,” he said. “The name can be distinguished forever. It’s bright, it’s vibrant, it has a cool factor. ” And in Carr’s opinion, that’s an advantage.
Matter translated from Adage.
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