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OCT 2007

QVC Aims To Insert 'Q' into Pop Culture†

Q&A: CMO Jeff Charney on Rebranding Home Shopping

Advertising Age, October 2, 2007 — After 21 years, any brand could use a makeover. That was the approach Jeff Charney took when he was charged with creating the first-ever national advertising and marketing campaign for QVC, the home-shopping network. A cable TV staple since its launch in 1986, QVC has steadily grown in household carriage and sales to become the second-most-profitable network (CBS is first), according to a Broadcasting & Cable annual survey.

Yet harnessing a young-and-hip brand identity for a network based on phoned-in transactions by Midwestern housewives wasn't exactly easy. "It was a very different challenge from any I've ever had," said Mr. Charney, the network's senior VP-CMO.

Category: Brand Strategy
Tags: QVC, Brand Identity & Positioning

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