MSNBC is entering the second phase of its “Lean Forward” branding campaign, its first without former 8 PM host Keith Olbermann.
MSNBC President Phil Griffin says “Lean Forward” expresses a progressive, positive sensibility and a desire to work toward making America a better place. “This isn’t just a marketing tagline,” Griffin says. “It’s the way we want to approach how we do our job every day.”
It’s also the sort of marketing a channel can do when it’s gotten some ratings traction, he says. MSNBC is now the No. 2 news network behind Fox News Channel, ahead of CNN. “We’re finally part of the culture and people are aware of what we’re doing,” Griffin says, adding that the campaign’s first wave helped boost ratings and improve other measures of brand health.
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