BSkyB Aims For Customer-Friendly Focus

A satellite channel is to carry out a £1.5m 'rebrand' in an effort to position itself with a warmer and more customer-friendly persona.

On foot of news that BSkyB's Brand Marketing Director Andy Brent is to leave, the new brand overhaul is to include a new logo with a more rounded S as part of the new identity.

It will be rolled out with Sky's annual pre-Christmas marketing campaign.

The move comes in a year, which has seen competitor Virgin Media rebrand its Virgin1 channel.

It unveiled a Muppet-like character called Red, which VMTV brand created to reflect the Virgin1 brand personality as being 'fun', 'cheeky' and 'emotionally engaging'.

BSkyB is now to also make some 'evolutionary changes'

The Financial Times reported that a spokesman said it is to help "keep BSkyB reach out to more customers over time".

Sky will also launch its subscription digital music service, Sky Songs, in the build up to the festive period.

Last month, the satellite channel got very customer-focused when it joined brewer Diageo for what was billed as one of the year's top interactive events - on the broadcaster's Pub TV channel to mark the 250th anniversary of the stout's founder, Arthur Guinness, signing the lease on the St James's Gate Brewery in Ireland.

Diageo organised an exclusive live TV broadcast, culminating with a global celebration on Arthur's Day (24 September).

This successfully featured appearances from Black Eyed Peas, Estelle, Kasabian and The Enemy.

Bob Geldof, Guy Ritchie, Carson Daly, Jerry Hall and Sophie Dahl also took part in the first interactive activity shown on Sky's Pub TV channel 881.

It allowed licensees to bring the event to life in their outlets and give consumers the chance to be part of the anniversary.

(BMcC/KMcA)