Patrick Dolan bought Newsday back from European Telecom company Altice yesterday and so Newsday is in the, tah dah, news. I like the move. Over 15 years ago I wrote the Newsday brand strategy that went on to be its tagline for many years. It was a tight brand strategy — competitive with the NYT, offered a very home-town and hearth angle, and strong family pull. The brand claim was “We know where you live.” (A brand strategy remember, is one claim, three proof planks.) The tagline ended up being “It’s where you live.”
By substituting “It’s” for “We know” the strategy was more than partly eviscerated. The emphasis is all wrong. The push back from Newsday was “It’s stawker-ish and creepy. Voyeuristic.” Too silly for words, was that criticism. Putting the emphasis on Newsday as a place or community, rather than a journalistic endeavor devoted to understanding what makes Long Islander tick, may sound subtle but it was huge.
We know where you live is a strong today as a claim, as it ever was. Perhaps stronger. As an organizing principle for news, community and digital experience, it is a north star.
Good luck with the ownership Mr. Dolan, let’s talk brand strategy.