MSNBC's Bold Move: A New Name, A New Challenge

MSNBC is making a big change. It's dropping its old name and becoming MS NOW. This shift is happening because Comcast split its cable stuff into a new company called Versant. The big bosses wanted to make MSNBC stand alone, away from NBC News. Some people think this is a risky move. Sunny Bonnell, a branding expert, says changing a well-known name like MSNBC is a big deal. It's not just about a new name. It's about keeping the trust and loyalty of the audience. She thinks the key is to modernize without losing what makes MSNBC special. Versant is spending a lot of money to promote the new name. They have ads with slogans like "Same Mission. New Name. " One ad shows Rachel Maddow reading the U. S. Constitution, and another features Maya Angelou's poem "Human Family. " But not everyone likes the new name. A former NBC News executive thinks it's a mess. They say it sounds like a network for people with multiple sclerosis. Michael D. Cohen, a professor at Johns Hopkins University, thinks the rebrand should focus on the audience. He believes this rebrand fails because it's not about the viewers. It's about what the corporate leaders want. He also thinks the new name doesn't make sense. It's not an upgrade. It's just different. Scott Baradell, author of "Trust Signals, " agrees. He thinks the NBC brand is one of the best-known in news. Dropping it might hurt MSNBC. But Blair Huddy, a public relations expert, is more optimistic. He thinks the new name is an effort to reach a younger audience. MSNBC's ratings have been down. In October, they had their lowest numbers since 1997. They lost a lot of viewers compared to last year. Jordan Lee, a brand strategist, says MS NOW will need its big stars to keep the audience. He thinks the success of the rebrand depends on how quickly viewers accept the new name.