In one of the dumbest moves since New Coke, the Sci Fi Channel is rebranding itself as Syfy starting on July 7th.
By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider and more diverse range of imagination-based entertainment including fantasy, paranormal, reality, mystery, action and adventure, as well as science fiction. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and non-linear digital platforms, new international channels and extend into new business ventures.
Imagine Greater will become the new brand message and tagline, inviting both consumers and advertisers into a new era of unlimited imagination, exceptional experiences and greater entertainment. Syfy more clearly captures the mainstream appeal of the world’s biggest entertainment category, and reflects the network’s ongoing strategy to create programming that’s more accessible and relatable to new audiences. Syfy will continue to celebrate the traditional roots of the genre, while opening the brand aperture to accommodate a broader range of imagination-based entertainment.
Seriously that idea is as dumb as some of the premises for network’s Saturday movies and there are some pretty dumb ones. I know because I watch the Sci Fi Channel almost all those movies.
I think Syfy will be dead quicker than someone in those movies…and in most of those movies some one dies before the first commercial break.
