I had the pleasure of getting Eddie Hill's insider perspective on how BET has built an unstoppable brand during his presentation, BET: The Remaking of a Brand and wanted to share his insights with you.
Eddie is the Senior Vice President, Consumer Marketing and Brand Strategy for BET Networks and is a fellow Georgetown Alum, so much love to all my Hoyas, GEMA, and Georgetown alumni. Did I mention that its relocating its Washington, DC headquarters to Atlanta?
The making of the BET brand:
The definition of a brand:
“A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
- Michael Eisner, former Walt Disney Company Chairman & CEO
Founder, The Tornante Company
BET is at the top of its game:
100% Brand awareness
High channel ID awareness
#1 in Emotional Attachment
A top 20 cable network for the past 5 years
#1 cable network for African Americans
Being Mary Jane was #1 tweeted about TV movie in 2013
Real Husbands of Hollywood was the 3rd most tweeted about comedy of 2013
Scandal is now in syndication on BET
Elevated brand reputation within industry peers
A player in the original series space
The BET Awards is its highest night for ratings
17-year age range in viewrship
BET's brand message: “Nobody's got you like BET. We got you.”
This positions BET a brand leader and reinforces it brand's promise to deliver engaging and compelling content for those who love black culture. It is open, inviting, and inclusive.
BET's brand vision: To reflect, respect, and elevate.
BET's brand attributes: Real, sexy cool, fun, responsible, bold, risk-taking
The programming and content that is on BET is held to certain standard of quality and responsibility to its audience, community, and culture.
BET campaigns: They have struck a cord with its audience and emotionally resonates with them, are bold but inclusive, not just true but real and authentic, conveys leadership and not arrogance, and are memorable and buzzworthy.
My favorite Eddie quotes:
“Brand vision is a North Star. It is what we are always striving for.”
“Brand attributes are like an ingredients in a dish and tensions between them can be dialed-up or dialed-down depending on the program.”
“People tune into the brand at BET. We have a heavy responsibility.”
“Black is not a demo that you program to. We do it for the culture.”
“We don't want to manufacture barriers for ourselves.”
Connect with BET & Centric:
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