Q: How did you go about rebranding Turner networks, such as TNT (“We know drama”) and TBS (“Very funny”)?
A: In 1999, cable was exploding. The networks had to become brands. We did a tremendous amount of psychographic research that I learned at Coke. What’s in people hearts and minds? What are their attitudes? We did 2,300 interviews with viewers around the country. It gave us a great road map. I came to Turner with a simple business philosophy. We were going to do the “3 Ps” — position the networks, program to the positioning, and then promote the hell out of the programming and positioning. I told employees if they’re doing anything else, please stop. We will find you something to do within these lanes.