Why ViacomCBS Rebranded CBS All Access as Paramount+ and Not Paramount All Access

The moniker will help internationally, despite undoing 6 years of brand equity

Key Insights:

Hayes Roth remembers the first time Paramount Pictures’ logo really stuck with him. It was his first time watching Steven Spielberg’s 1981 film Raiders of the Lost Ark, when the snow-capped mountain from the film studio’s logo fades into a similar peak just before Indiana Jones begins his latest adventure.

“That

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