Global stay-at-home orders due to COVID-19 have caused streaming traffic to surge just as the category once dominated by Netflix is seeing an influx of competition from industry veterans, tech giants, startups, and everything in between.

Launch momentum is vital to these subscription services, as the platforms rely on the buzz from early adopters to lay the foundations for success. For customers determining which of these nascent services to add to their monthly bills, the decision comes down to preconceived notions of the quantity and quality of existing content, as well as trust in future production capabilities. Brand perceptions are key to generating momentum at launch and in turn, to the long-term viability of these services.

“Brand perceptions are key to generating momentum at launch and in turn, to the long-term viability of these services.”

At this critical early stage, one strategic decision to leverage and build brand perceptions has been naming architecture: the extent and manner to which the service’s name links to the recognized parent brand. While startups will inherently launch with a new name, most streaming entrants represent a strategic investment by a larger company with entertainment aspirations. These players must determine whether the brand name should emphasize cohesion with the master brand – as in the case of Disney+ – or create a level of distinction from it – as in the case of NBCUniversal’s Peacock.

Of course, there is no one-size-fits-all answer to the question of naming architecture. Each brand must determine the optimal solution based on its unique equities, credible capabilities and strategic ambitions. Companies need to leverage the perceptions that will help them in this particular industry at this exact moment and build or partner to achieve the equities they lack.

These naming considerations play a key role in generating momentum and encouraging trial and subscriptions, but the impact of today’s market dynamics must be considered as well.

Let’s take a look at both the naming strategies of these new services as well as the potential impact of today’s unprecedented market conditions as they relate to the success of the platforms.

Disney+

In its first six months, Disney+ has been a success story.  Historically, Disney has at times named its owned brands to maintain the distinction, like with ABC and ESPN, and it continues to do so with existing streaming services Hulu and ESPN+. With Disney+, however, it appeals to children and adults of all ages by leveraging the strong equities of the legendary Disney brand name to instantly bring to mind its inspirational and emotional stories and characters. In fact, in the 2019 Prophet Brand Relevance Index, Disney ranked number one in the “distinctively inspired” category out of over 200 brands tested, with consumers praising the brand for its ability to make them happy and connect with them emotionally.

The Disney+ name draws an unmistakable connection between the new streaming service and this beneficial legacy, and consumers have heard the message loud and clear. With a stated goal of 60 to 90 million subscribers by the end of the fiscal year 2024, Disney+ exceeded all expectations and boasted 50 million members just five months after its launch.

While naming indeed plays a key role in initial launch success, we must acknowledge that the current global pandemic has thrown a Wreck-It Ralph-sized wrench into the industry, and Disney now faces an uphill battle with retention.  The launch strategy leveraged the Disney brand to connote nostalgia and the global pandemic delivered additional sign-ups, but the company was banking on original content in 2020 and 2021 to supplement its kid-friendly library with more new content for older viewers.

Now, with global productions shut down due to COVID-19, Disney is hungry enough for new content that the studio announced it will fast-track the release of its film adaptation of the Tony and Pulitzer Prize-winning Broadway show, “Hamilton,” straight to Disney+ July 3^rd, over a year ahead of schedule.  With the flex, Disney sends a strong reminder to the industry that its arsenal of content is deep enough to sustain the service through the pandemic, and that it is willing to join the growing trend of releasing theatrical-quality content directly on home entertainment.

Apple TV+

If Disney+ demonstrates the opportunity in leveraging a strong existing brand name, Apple TV+ demonstrates the risk to streaming success.  Tellingly, the company hasn’t announced its Apple TV+ paid subscriber numbers, but bad reviews and the departure of its head of content a mere two weeks after launch, signal an underwhelming start for the service.  In a bid to accelerate momentum, Apple has included free Apple TV+ membership with every device it sells.  And yet, even with the streaming service available for free, Bloomberg estimates that only 10 percent have activated their free accounts. Google trends also show a lack of consumer appetite for Apple TV+. Launching within weeks of Disney+, Apple TV+ has consistently generated far less buzz.

Disney+ and Apple TV+ adopted quite similar naming strategies, but the varying success can be partially attributed to the specific equities that each name holds in the minds of consumers.  While Apple registered as the number one overall brand in the Brand Relevance Index, its strengths lie in innovation – it outperforms all other brands in measures of modernity and ability to push the status quo.  The revered Apple brand name instantly connotes sleek and cutting-edge technology and cross-product integration. Even when the company caught lightning in a bottle in reshaping the music industry, it did so through a game-changing integration between iTunes software and iPod hardware – it never became a record label itself.  In the streaming space, customers crave character development and intriguing storylines.  Device manufacturing capabilities are less relevant.

Even with the most powerful brand in the world, tying the streaming service so close to the master brand – and with a name that potentially creates confusion with the existing Apple TV hardware product – may have contributed to the lackadaisical launch.  Now, Apple is investing billions in deals with top-tier showrunners and production studios, including a production deal with former HBO CEO Richard Plepler, in order to build its perception as a content creator from the ground up. Perhaps in this case, Apple would have been better served by partnering with a respected industry veteran to accelerate the launch as it entered the new industry, a strategy it successfully employed in partnering with Goldman Sachs to launch the Apple Card.

HBO Max

How will WarnerMedia’s HBO Max streaming service fare when it launches tomorrow?

With a similar naming strategy driving cohesion with the existing entertainment brand, the new service will immediately remind consumers of the company’s legacy of captivating characters and content across genres, from The Wire and Game of Thrones to Curb Your Enthusiasm and Veep.  With relevant brand equities in the HBO name, the launch may see momentum closer to Disney+ than Apple TV+.  However, with two separate streaming services called HBO GO and HBO NOW already in the market, WarnerMedia will need to clarify its offerings to avoid confusion as it launches HBO Max.   

Once again, the naming decisions must be considered in tandem with market dynamics, which will hugely impact the service’s success. After paying $425 million for the exclusive streaming rights to Friends and offering each cast member over $2.5 million for a single new reunion episode, the pandemic disrupted production and forced the platform to launch without this marquee original content. HBO Max is forced to deal with pandemic-induced challenges even beyond the production issues of Disney and Apple, as debuting mid-pandemic also jeopardizes its initial marketing campaign.  Now, not only will the service enter the fray without its key Friends original content, the platform will also launch without its March Madness media blitz and other premiere advertising opportunities.

Peacock

As streaming entrants join the industry from all angles, we also see examples of brand names that create distance from parent companies or that are new to the market, both from established players and startups.

NBCUniversal will launch its Peacock streaming service on July 15, opting for a name that creates more distinction from the parent than the Disney, Apple and HBO services that carry the parent name.  The Peacock name is instead a nod to the NBC logo first introduced in 1956 to emphasize the network’s innovative new color TV capabilities and is a fitting homage as the company launches its next-generation content delivery platform.

In the case of NBC, this is an interesting decision. Consumer perceptions of the NBC name are less tied to the brand’s content, so Peacock may prove advantageous to a name like NBC+.  As popular as the content may be, many younger viewers don’t associate the studio with The Office or Parks & Recreation, as the shows have been syndicated to other networks and available on Netflix for many years.  Other shows produced by the studio, like Brooklyn Nine-Nine for example, aired on other networks from day one.  So, while customers may clamor for the shows they love, the NBC name wouldn’t be particularly helpful in gaining brand loyalty.

The same can be said for Universal Pictures – the average viewer doesn’t immediately associate the studio with movies like Jurassic Park, Knocked Up or Back to the Future.  The Peacock name can create distinction from NBC to allow the platform to encompass both NBC and Universal content, and the more contemporary feel connotes modern technology rather than just the digital arm of a TV network.

Of course, Peacock will face many of the same challenges as HBO Max in launching during a global health crisis.  The debut was positioned around the 2020 Olympics, with plans to promote the platform during the televised events, as well as air exclusive Olympic programming on the streaming service.  With the Olympics and other sporting events postponed, NBCUniversal loses thousands of hours of programming and ad revenue.  Further, while the ad-supported nature of Peacock differentiates it from other streaming players, it also creates questions in a post-COVID world.  Will customers prefer the service because it offers content without a monthly subscription?  Or on the flip side, will advertisers cut their ad spend without the Olympics drawing in viewers?

Quibi

Finally, Quibi launched in early April with a promise of premium content on the go.  The startup (if you can call a $2 billion investment a “startup”) was launched by Dreamworks co-founder Jeffrey Katzenberg and offers professional quality content in episodes no longer than 10 minutes. The content is created for viewing on mobile devices – think Netflix-caliber content for TikTok attention spans.  The Quibi name is a portmanteau meaning “quick bites,” a moderately coined name intended to describe the offering in the short-term and, if successful, eventually become common lexicon itself.  In addition to hinting at the short-form nature of its content, the name proudly asserts its startup status through its use of modern naming trends, beginning with “Q” and ending with “I”. Netflix took a similar semi-descriptive naming approach and grew into the biggest player in streaming, so the strategy can hardly be scoffed at – though Quibi’s descriptive meaning is not as immediately apparent as that of Netflix.

While Quibi arguably has the potential to change the streaming industry with its short-form content, it also has faced the strongest headwinds in launching mid-pandemic.  With a value proposition centered around on-the-go viewing, global lockdowns have hit the streaming startup particularly hard. Episodes are meant to fill gaps in consumers’ days as they brew their morning coffee or wait for the bus, so the relevance of this offer is questionable as commuting routines face permanent changes. Even before the pandemic though, the concept was far from a sure bet.  Does the appeal of short-form content platforms like YouTube and TikTok stem from the democratization of production that allows anyone with a camera and the internet a chance to go viral?  Or is there an unmet need for short-form content featuring A-list production and talent?  Quibi posits the latter, offering content featuring A-list talent from accomplished actors like Christoph Waltz and Kristen Bell and inspirational athletes like Megan Rapinoe and Lebron James.

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As the COVID-19 pandemic continues to evolve, becoming an impossibly larger crisis and creating huge uncertainty, brands must consider how to engage with consumers in a way that garners and protects brand trust. Though distinct in nature and breadth from COVID-19, previous crises offer a telling look into the importance of preserving consumer trust. During the 2008 financial crisis, it became clear that crises impact consumer trust. Banks, in particular, are still trying to regain consumer trust. A 2019 Gallup report reveals that only 30 percent of Americans have confidence in financial institutions today—a mere 9 percent above its record low reported in 2012. This remains the case today as 65 percent of consumers say that a brand’s response to a crisis would have a huge impact on their likelihood to purchase in the future. As the typical elements that drive trust—namely, brand purpose, competence, and integrity —become table-stakes during crisis, brands must deliver more to retain and grow consumers’ trust and ensure their own success in the long run. 

“65 percent of consumers say that a brand’s response to a crisis would have a huge impact on their likelihood to purchase in the future.”

Experts note that, in an era of stability, consumer trust is created and fostered through consumers’ direct, day-to-day experiences with brands over time. If a brand can consistently and reliably deliver on its purpose and promises competently and with integrity, it can generate trust that will have a long-lasting impact on its bottom line. Though these pillars of consumer trust account for trust in organizations such as Amazon, Google, and Chick-Fil-A (a few of the most trusted brands in 2020, according to a recent study from Morning Consult, a research and technology firm), we believe that they are not enough to continue to secure consumer trust during times of crisis.

The loss of trust in times of crisis is fed by a perceived erosion of social, communal and financial safety nets, contributing to an overall rise in consumers’ feelings of uncertainty, according to a World Health Organization study. We believe that as doubt grows consumers need more than brands’ overarching purpose, competence and integrity; they need brands to support them in reducing their uncertainty. Brands that fail to do so run the risk of losing consumer trust (and their revenue); brands that succeed can build trust amongst both current and new. Brands can do this by:

Being truthful and showing authentic concern. 

In times of crisis, consumers want brands to acknowledge and show true concern for them and their employees’ vulnerability. They also want brands to be humble, acknowledging the extent of their own vulnerability and uncertainty. Prophet’s Pulse Survey on Defining Trust in Times of Crisis finds that 73 percent of consumers felt it was very-to-extremely important for brands to be transparent about the steps it is taking to keep employees safe, 77 percent find it similarly important that a brand respects its employees’ needs, and 67 percent noted the importance of a brand making them feel safe and secure.

For example, Slack encouraged employees to take care of themselves above all else, allowing flexible and/or reduced hours to ensure that team members can take care of their mental health concerns. Employees were also given a $500 stipend to make their work-from-home arrangements comfortable and were not charged for sick days through April 15. Externally, Slack is supporting all nonprofits and other organizations carrying out critical relief efforts during this time with free access to a Slack paid plan for three months.

Working with agility to finetune its purpose to more specifically assuage consumer anxieties. 

According to Prophet’s Pulse Survey on Defining Trust in Times of Crisis conducted in April 2020,  63 percent of consumers felt it was very-to-extremely important for brands to commit to delivering on its beliefs and values – no matter what – during a time of crisis. Brands must recognize that consumers need stability from the brands they trust; as such, brands must continue to offer their key purpose, tweaking it for the situation at hand.

For example, the Time Out Group’s historical brand purpose has been to help consumers discover the best of the city, delivering on it by offering perspective on the best experiences and places to explore in major cities. As social distancing and shelter-in-place orders took hold, the Group temporarily refined its purpose to be about discovering the best of the city…in consumers’ own homes. It now offers recommendations on the best takeout, best virtual opportunities to explore cities (e.g., virtual museum tours, concert livestreams), and best ways to spend time in your own apartment.

Offering products, services and experiences that instill hope and confidence in the future. 

While economic and social forecasts remain uncertain, brands can offer hope for the future by providing products, services and experiences that aim to lighten consumers’ days. Prophet’s Pulse Survey noted that 61 percent of consumers felt it was very-to-extremely important for brands to inspire them to believe in an optimistic future. Moreover, 62 percent find it just as important that a brand seems like it is financially stable, revealing that consumers want to be reassured that brands will continue to deliver confidently, and well into the future. Consumers trust brands that look beyond this crisis in the products, services, and experiences that they offer.

For example,Delta Air Lines was the first among U.S. air carriers to extend travel vouchers, loyalty program status, and related benefits noting, “…as coronavirus continues to dramatically impact travel across the globe, you don’t have to worry about your benefits – they’ll be extended so you can enjoy them when you are ready to travel again.” United Airlines and American Airlines followed Delta’s lead in the weeks afterward.

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Brands with strong voices can lift us out of our fears, reassure us that life will move forward and assist us as we continue to embrace major change together. More practically, brands can drive clarity around important topics, like new safety practices, inventory availability or even business closures. 

A distinct brand voice helps a company elevate its message and show the world who they are and what they stand for. Amidst the COVID-19 pandemic, the way brands use their voices to communicate with us is more salient than ever. 

It feels comforting to us, as verbal branders, to notice the brands that are doing it right. The ones who have used their brand voices to connect with their audiences and express who they are in a meaningful, lasting way. We drew helpful insights by evaluating how brands reacting at the beginning of the coronavirus pandemic – communicating in a way that both comforted their consumers and supported their business.  

Here are Five Examples of Communication Approaches We Love  

Admit to Not Having All the Answers

While brands often have the responsibility of steering the conversation in their category, it is perfectly OK to ask customers what they want to hear. 

Reformation, a sustainable clothing brand, chose a direct communication style to connect with their audience, ending an update with refreshing candor. “Lastly, we’re not exactly sure what is appropriate for a company like ours to be talking and posting about right now. What’s resonating with you? Do you still want to hear about new collection launches and sustainability-related stuff…? Please let us know.” This created a refreshing moment of candor that felt on-brand for Reformation. 

Restate the Brand Purpose to Frame Inspired Action

Some brands are using this time to reflect on their mission and values. 

Target frames its steps to protect employees and customers by stating a core promise of the brand. Chairman and CEO of Target Brian Cornell stated, “…a commitment to help all families is at the heart of Target’s purpose. Our goal is to be here for you and keep navigating through uncertainty together – and we will do everything in our power to live up to that promise.” 

“The way brands use their voices to communicate with us is more salient than ever.”

Through this lens, Target’s actions, such as designating their early hours as a sanctioned time for the elderly to shop or enacting back-up care benefits for parents and caregivers, become proof points of its enduring purpose. 

Address the Emotional Impact

Many brands are well-positioned to connect with their audience about the emotional impact this hardship is having on their lives. 

Zola, a wedding registry company, primarily serves engaged couples. Right now, much of their audience is scrambling to make alternate arrangements or postpone their weddings. 

Zola has sent several emails to communicate plans to support their audience, including setting up a help hotline to call for advice. One message rings clear across all channels: “If your wedding has been affected, we’ll do anything we can to help”. 

The intentional use of the word “anything” subtly mirrors their tagline, “anything for love,” which is displayed under the signature of every email. Here, Zola is stretching beyond a registry to be a helpful resource in a challenging time. 

Encourage Community Mindfulness While Communicating Operational Changes 

Retailers are uniquely challenged with making tough business decisions and communicating them in a sensitive way. 

Retail and recreation company REI stood their ground as community leaders by calmly communicating the temporary closing of their stores. The brand, which is well known for their unique take on consumerism habits (most notably, their Black Friday #OptOutside initiative), framed their announcement as a thoughtful decision to protect the community, rather than their business, saying “…there are more important things than business right now—we owe that to one another.” The letter ends with, “be well and take care of one another.” It’s simple but authentic to the REI brand. 

Find Moments for Thoughtful Playfulness—If It’s Authentic to Your Brand 

Kin Euphorics, a non-alcoholic social tonics brand, is deeply rooted in social connection and finding enlightened, healthy ways to connect. Their brand voice has an undeniable playfulness, which they brought to life by renaming social distancing as “Solitude Scaries,” playing off the phrase “Sunday Scaries.” 

This pinch of playfulness feels on brand and is a simple way to ease the intensity of the stressor and create a sense of community. 

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Today’s consumers are experts at ignoring the tens of thousands of brands that don’t interest them. But for their favorites, their loyalty knows no bounds. These brand favorites earn and re-earn loyalty by doing something others don’t: They continuously find new ways to connect, engage and inspire their customers.

What makes these rare brands—brand stalwarts like Apple, to emerging favorites like Spotify—stand out from their competition? They are what we at Prophet like to call relentlessly relevant.

Defining Brand Relevance

At Prophet, we believe that relevance is the most reliable indicator of a brand’s long-term success. We created our Brand Relevance Index to help business and brand leaders measure the relevance of their brands, and offer them ways to improve. Four key principles of relentlessly relevant brands were identified. The brands that ranked highest for each principle in our Index are highlighted in this graphic:

1. Customer Obsession

To build a relentlessly relevant brand, you must begin by adopting a mindset of customer obsession. This requires the brand strategist to truly focus on a greater customer understanding. This involves not only the customers’ wants but also an understanding of more than just a narrow bit of these customers’ lives. Everything these brands invest in, create and bring to market are designed to meet important needs in peoples’ lives.

2. Ruthless Pragmatism

Pragmatism is the most important piece of this puzzle. It’s the one that most marketers find extremely difficult, but it’s essential because it makes the other three possible. When a brand has pragmatism, it takes bold steps, makes smart bets, fails quickly, and experiments often. These brands make sure their products are available where and when customers need them, deliver consistent experiences, and simply make life easier for their customers.

3. Pervasive Innovation

These brands are obsessed with what their competition is doing and what their customers are yearning for. They know without innovation—their organizations won’t be able to grow and thrive. These brands make emotional connections, earn trust and often exist to fulfill a larger purpose.

4. Distinctive Inspiration

Companies love to throw around the word “Inspiration” to describe their businesses and brands, although most businesses and brands are unfortunately not inspired, or inspiring to customers. These brands don’t rest in their laurels. Even as industry leaders—they push the status quo, engage with customer in new and creative ways, and find new ways to address unmet needs.

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