In a surprising move that has drawn widespread criticism, MSNBC, the left-leaning cable channel known for its prominent hosts like Rachel Maddow, announced a name change to MS NOW. This rebranding effort has been likened to the infamous New Coke debacle, with many branding it the "worst rebrand" since that marketing misstep. The new name, which stands for My Source News Opinion World, has been met with ridicule across various social media platforms, where users have coined alternative meanings such as “Majorly Skewed News Overly Woke” and “Most Surely No One Watching.”
The backlash against the name change has been swift and unrelenting. Users on platforms like X have humorously suggested that the acronym could also represent “Martin Scorsese ‘n’ Olivia Wilde,” highlighting the absurdity of the branding. Some critics have taken it a step further, referring to the channel as “BS NOW.” The channel's attempt to create a new identity has not only confused audiences but has also put its ratings-challenged status under further scrutiny.
As part of the rebrand, MSNBC has unveiled a new logo, featuring a red-and-white striped flag against a blue background. However, the visual identity has also come under fire, with observers describing it as reminiscent of a "discount computer from 1998" rather than a credible news network. Additionally, securing the MS NOW domain name has proven problematic; the current website at msnow.com is dedicated to motorized snow vehicles, while ms-now.com redirects to a meal delivery service associated with Martha Stewart.
This rebranding is part of a broader corporate strategy as MSNBC transitions under the umbrella of a new publicly-traded company called Versant, which is set to launch by the end of the year. The spinoff will sever MSNBC's long-standing ties with NBC and the iconic Peacock symbol. Interestingly, this move comes after assurances from NBCUniversal executive Mark Lazarus that the network's name and logo would remain unchanged, leading to concerns among staff about the management's credibility. One insider expressed, “It doesn’t set a great precedent for management to change the name after promising staffers it wouldn’t.”
Despite the controversy, MSNBC President Rebbeca Kutler has promised an extensive marketing campaign for MS NOW that she claims will be "unlike anything we have done in recent memory." In her memo to staff, she emphasized the need for brand separation during this transitional phase, indicating that NBCUniversal would retain the NBC branding and its associated peacock logo. Kutler, who recently took over from Rashida Jones, insists that this rebranding will allow MSNBC to assert its independence and build a distinct newsroom identity.
Over the past eight months, MSNBC has been working diligently to cultivate its own newsroom operations. The network has hired numerous journalists from reputable news organizations, including CNN, Bloomberg, and The Washington Post, in an effort to strengthen its reporting capabilities and differentiate itself from its predecessor.
In conclusion, the rebranding of MSNBC to MS NOW has sparked significant debate and criticism, raising questions about the future direction of this prominent news outlet. As the network prepares for its transition to Versant, it will need to navigate the challenges of public perception and internal trust to redefine its identity in an increasingly competitive media landscape.
