The Fox Business Network officially launched a “refreshed” brand Monday, unveiling a new visual look and tagline “Invested in You,” that appears in huge banner ads outside Fox News headquarters in New York. Hosts Maria Bartiromo, Stuart Varney and Neil Cavuto feature in the ads, and share personal stories supporting the new slogan, in television spots that began airing Sunday.
“I think all brands over time need to be refreshed,” said Jason Klarman, Executive Vice President of Marketing for Fox News Media, where he supervises marketing for both Fox Business and Fox News Channel. “Would you have the same haircut you had 15 years ago? So the idea is that the culture changes, the environment changes, and brands are living breathing things that have to evolve over time.”
The new branding emphasizes Fox Business’ focus on “Main Street rather than Wall Street,” which was part of the network’s strategy from its launch, but also on its people, who have grown into the most-watched lineup of hosts on business TV, with people like Maria Bartiromo, who jumped from CNBC, eclipsing the ratings of her former network.
“When I grew up in Brooklyn, my parents lived the American Dream, and taught me what it means to be invested,” said FBN host Maria Bartiromo in a new promo for the business network that began airing Sunday, including during coverage of four baseball games and NFL football games on Fox.
Klarman says the refresh was intended to take Fox Business “a little closer to the Fox News Channel” in terms of look and style, “but also (to define) how its role is different.”
“In life it’s not just how you invest, but for whom you’re investing,” said FBN’s Liz Claman in the promo, which features FBN talent against a white background with the Fox Business logo in blue with red accents.
“This was just a great opportunity for Fox Business to embrace its lineage of being part of the Fox News family,” Klarman said of the clean look and bold colors. “The look and feel of the logos, the style is similar, (and) the idea of ‘invested in you’ is about being in it for the people.”
Beginning Monday, the people picking up their dry cleaning in select cities will find their clothes wrapped in branded bags featuring the hosts and an aspirational business message, “dress for the job you want, not the job you have.” The dry cleaner bags–along with outdoor ads, and cross-channel advertising targeting both existing Fox Business viewers, but also aiming to grow the brand by “showing up in lots of different places (and) doing it in a provocative way,” said Klarman. “We’ll be running a lot of cross-channel on the Fox News Channel as well. If our viewers are going to watch business news, we want them to watch our business news.”
Since the network’s debut–amid snickers that CNBC dominated the market for business news on cable and would easily crush the fledgling network–Fox Business has grown into the most powerful force in business television, with August marking 40 consecutive months with FBN’s Lou Dobbs Tonight ranked as the most-watched show in business TV.
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