Why SyFy?

By now you must have heard of the Sci Fi channel’s decision to re-brand. As of July 7th, 2009 the Sci Fi Channel will be named the SyFy Channel. In addition, the slogan “Imagine Greater” will be added to the new name and logo (shown above). Rebranding is most obviously done when companies merge or if a brand develops negative connotations. So why is the Sci Fi Channel rebranding? From what I can tell there are four reasons for the name change.

This last reason, wanting to attract more viewers, is what seems to be drumming up criticism from the Sci Fi Channel’s fan base. Their complaints and opposition to the new name illustrates to me how aligned market research and marketing can be. I don’t have a problem with the name “SyFy” and I think there are plenty of good reasons prompting this change. However, I do question their approach to name validation research. I don’t know the details of their research, but it seems to me that they overlooked their community (and the Sci Fi Channel has a large and loyal community). The forum for Battlestar Galactica alone has over 23 thousand topics and over 2 million replies! Such an active and involved community is a huge asset to the rebranding process. Involving the fan base in the process by allowing them to exclusively evaluate name candidates and provide feedback allows this critical constituency to feel ownership of the new brand. This is where market research and marketing become a tag team. An involved brand community does a great job at promoting a brand and fending off criticism; all without ever being asked or paid. In a related discussion on “All Things Considered” about stealth advertising, Josh Warner, an executive at Feed Co. emphasized the connection between a brand and its community, “Your marketing — if you’re successful — is going to be done by your audience.” It’s where you’re getting return on investment that can really explode through the roof.”

Contributed by Evelyn Chapin