MTV man warns about branding

Article Abstract:

MTV Networks Inc. Chairman and Chief Executive Officer Tom Freston offered several tips as well as warnings on branding, during the international broadcasting marketing conference at Toronto, Canada. According to Freston, it is not always good to use one's corporate name when leveraging a brand name. That technique could cause confusion and misunderstanding among customers such as what happened to ketchup maker H. J. Heinz Co., which tried to leverage its name into mustard and soups but failed. Instead, executives should consider what the brand stands for, let consumers know what the brand strands for, and make sure that both sides have the same understanding on the brand name, inorder to have a successful branding.

Comment:

Chairman & CEO Tom Freston offers several tips as well as warnings on branding, during intnl conference in Toronto, Canada

United States, Public affairs, MTV Networks Inc.

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Look's wireless cable service set to roll

Article Abstract:

Look Communications Inc. of Milton, Ontario, is set to roll out its wireless cable television service in Toronto, Ontario, on Aug. 4, 1998. Within two months, the service will be rolled out in Ontario's Niagara region, followed by the Ottawa area and parts of Quebec. A basic package costs less than C$20, including the rental of the antenna and set-top box. By purchasing the set-top box and antenna for C$499, the package's price will be reduced to C$10. Basic package includes regular basic cable channels, access to pay-per-view channels and 30 commercial-free all-music audio channels.

Comment:

Is set to roll out its wireless cable television service in Toronto, Ontario, on Aug. 4, 1998

Services introduction, Ontario, Look Communications Inc.

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