Rebranding MSNBC: Expert weighs in on the risks and opportunities behind the move to MS NOW
For many companies, rebranding can bring fresh opportunities, but if not executed strategically, it can also damage long-established trust and recognition.
On Monday, Comcast announced that MSNBC would now be MS NOW, dropping the signature NBC peacock from its logo. The acronym stands for My Source for News, Opinion and the World. The change comes as MSNBC splits from NBC News, part of Comcast’s broader effort to spin off most of its cable channels into a new company.
Virginia Tech marketing expert Donna Wertalik said the rebrand offers both advantages and drawbacks.
“This rebrand creates a distinct brand identity separate from NBC News, eliminating confusion as they now become competitors,” Wertalik explained. “It enables an independent newsgathering process without reliance on NBC News.”
She noted that the move also opens the door to strategic repositioning and fresh marketing campaigns.
“MS NOW is positioning itself as viewers’ primary source for news, which could resonate with a loyal audience,” she said.
Despite these opportunities, Wetalik cautioned that the rebrand carries significant risks.
“We’re talking about nearly 30 years of MSNBC brand equity gone,” she said. “It’s the No. 1 cable news brand on TikTok and YouTube, so you’re looking at a potential loss in views. And losing the iconic NBC peacock logo removes important visual continuity.”
She also pointed to the network’s decline in viewership following the 2024 presidential election.
“Rebranding during a decline signals potential weakness to competitors and advertisers.”
In addition, Wertalik said the network also faces operational challenges, such as building an entirely new newsgathering infrastructure.
Ultimately, Wertalik said the move is inevitable given Comcast’s restructuring.
“The corporate spin-off made this rebrand necessary to avoid confusion, though the operational turmoil makes it feel reactive,” she said. “The bottom line is that while corporately mandated rather than strategic, MSNBC's strong digital presence and loyal base provide a foundation to rebuild. Success will depend on how well they execute their promised marketing campaign and stabilize programming.”
About Wertalik
Donna Wertalik is a professor of practice in marketing in the Pamplin College of Business at Virginia Tech. Her role encompasses branding, marketing and metrics for the business school as well as leading Prism, a student-led social media organization. She has diverse corporate and academic experience in the identification of marketing opportunities, brand management, social media engagement and measurement, and overall product development.
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