MSNBC's rebranding to MS Now is noteworthy as it marks a strategic departure from the NBC identity. Executives aimed to distance from partisan controversies and Microsoft-NBC's legacy. The name MS is retained for continuity, while the new backronym, My Source for News, Opinion and the World, has received mixed reactions. Critics will now find it challenging to use previous jabs like MSDNC, as the new branding complicates traditional insults. Overall, MS Now represents a calculated shift in branding for the cable network.
Rebranding often fails, but MSNBC's transition to MS Now feels surprising and smart, balancing the need for a fresh identity with continuity.
The decision to drop NBC's name was about distance from partisan controversies, allowing Comcast to create separation between NBC News and its left-leaning offshoot.
Preserving 'MS' maintains continuity for viewers, while the backronym 'My Source for News, Opinion and the World' lacks enthusiasm but isn’t crucial in the long term.
Critics who historically used MSDNC as a jab will find it more challenging to devise equally effective insults against the new identity of MS.
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