'Brand Pillars' Are the Foundation of BET's Success
BET Networks is having a great year, according to Ad Age, because it has refocused on its audience and once again become culturally relevant.
In 2009, the network polled 70,000 African Americans and identified five “brand pillars”: “‘We Are Family’ (family-oriented, parent-friendly), ‘Fresher Than That’ (trend-setting, music-focused), ‘Shine a Light’ (politically aware), ‘Backing Black Dreams’ (aspirational, career-focused), and ‘Not on Our Watch’ (socially conscious, cause-minded.)”
“The pillars were created to help guide us to not do certain things.
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