In what is sure to be a classic example of superfluous Marketing, the SciFi Channel has decided to rebrand itself…as the SyFy Channel. Here’s their explanation:
By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider range of current and future imagination-based entertainment beyond just the traditional sci-fi genre, including fantasy, supernatural, paranormal, reality, mystery, action and adventure. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and nonlinear digital platforms, new international channels and extend into new business ventures.
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 to accommodate a broader range of imagination-based entertainment.
It sounds like they’re acknowledging the idea that people are put off by the SciFi label. Instead of changing perception, they’re changing the name. And to further emphasize that, it sounds like they are planning on offering less science fiction and more other stuff.
What’s your take? is this a good idea, a bad idea, or a non-issue…and why?