“Brand” is one of those words that makes me cringe, because I hear it repeatedly misused and abused. So it was refreshing to read this in a New York Times interview with Debra L. Lee, the CEO of BET Networks:
So we sat back and for a couple of years we really went through a process of asking ourselves what we wanted BET to be, and out of that came what we call our brand. We decided we wanted to inspire our audience, we wanted to elevate them, we wanted to respect them, but we also wanted to entertain them. It’s helped me as the C.E.O. because I’m clear in terms of where we’re going.
Now that is a brand.
