Boss to Bold – the rebrand
within the rebrand
While the refresh of 10’s master brand was widely
embraced, the renaming of multi-channels Eleven
and One met with a different reaction. Despite 10
explaining that the channels, which became 10
Peach and 10 Boss respectively, were named based
on a feeling or an attitude, there was criticism the
identities were inappropriately gendered.
However, 10 would face a larger issue with the Boss
channel when Nine instigated legal action on the
basis it was impinging on the copyright of its own
newly acquired BOSS brand. Industry speculation
suggests Nine has plans to extend the BOSS brand
beyond the pages of The Australian Financial Review
and the monthly inserted magazine.
In early December, 10 made the call to change 10 Boss
to 10 Bold. A statement from 10 read: “It’s a bold move
packing up 10 Boss as a present to Nine, but we know
it’s the content and the attitude you love about the
channel, and that’s not changing. Since relaunch, the
channel’s commercial prime time share has grown.”
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MARKETING 2019marketingmag.com.auto the tone of programming for which 10 is best known and
‘twisted’ references the network’s history of twisting genres
to create new spins on traditional formats. The Project is a
perfect example with its tagline, ‘news delivered diff erently’.
McGarvey says, “We’re the adventurous alternative. We
take risks and try new things and we do it with a sense of fun.”
DEVELOPING A MASTER BRAND
A key dimension of the rebrand was the notion that the
family of brands within the 10 group looked disconnected.
In addition to the main channel, 10 off ered viewers two
multi-channels – One and Eleven – as well as catch-up
streaming service Tenplay. Despite the catch-up service
being branded Ten, it also contained content from One and
Eleven, making for a confusing viewing experience. “The
opportunity through the rebrand was to join up the family
much more clearly,” says Bull.
The concept of a master brand required a mindset
change in terms of getting the business to think about the
sum of the parts.
“We wanted consistency across all our brands and to
strengthen the deep engagement we had with our audiences
by confi rming our entertainment credentials across the 10
family,” recalls McGarvey.
Once the master brand was established, other
extensions of the brand were easily integrated such as the
online content off ering 10 daily and 10 All Access, which
launched in December.A NEW APPROACH FOR THE MULTI-
CHANNELS
To fi t with this master brand strategy, One and Eleven
needed a rebrand. Principals called on its language arm
XXVI to assist 10 with the naming process that followed.
Hamish Cargill, director of Brand Language for XXVI,