Renaming A Trusted Brand

Background: ABC Radio Networks was the most trusted name in national audio syndication and digital streaming media services. The Walt Disney Company sold the ABC Radio group, which included the Network and 22 of the most historic radio stations in America, to Citadel Broadcasting For $2.7 billion. As part of the deal The Walt Disney Company allowed ABC Radio Networks to continue to use the Disney-owned ABC trademark. After the close of the sale, Citadel’s CEO had a dispute with Disney and they withdrew the right to continue to use the ABC brand. Our Marketing team had 60 days to develop a new brand for a revered player in the industry. Research was the basis for developing a jumping-off point, and for testing new names for the brand. Focus groups and one-on-one interviews were conducted with four key stakeholders: our talent, partners, our affiliates, and the advertisers and agencies who placed business and trusted in us. Naming clusters were developed. The clusters needed to represent the areas that were most important to affiliates, talent, partners, and advertisers. The ideal name would encompass feedback from all these groups and contribute to a new brand story that was relevant and looked toward the future. Four key areas for naming emerged. Leader: ABC Radio Networks is an industry leader. Their commitment to premium content, flexible formats, and superior service has given them a unique advantage. History: ABC Radio Networks has a very rich heritage. Capitalizing on its history is paramount to moving forward. Adaptability: to meet the needs of our audience, ABC Radio Networks has evolved to become not just the one-stop shop for programming and advertising, but also for digital products such as Apps, streaming, and digital out of home. Relationships: ABC Radio Networks has cultivated many relationships that have had a profound and positive impact on its development. The countless affiliates, listeners, and talent helped grow ABC and the same positive relationships will be responsible for future development.