Steve Koonin knows branding. You should, too.
The president of Turner Entertainment Networks believes in it so much that he even brands the meetings he calls.
“Twelve at 12” is how he refers to the weekly strategy meeting he chairs at noon with 11 other company executives.
Koonin, a former sports marketing expert at Coke who went over to Atlanta-based Turner nine years ago to help turn around TNT, uses branding to build or repair a business.
(He’s such a believer that he once wanted to etch Coke’s logo on the moon. But that’s good material for another column. We’re talking Turner now.)
Koonin, a 52-year-old Atlanta native, says a clear vision and game plan helped re-establish TNT and later, TBS, in viewers’ minds. The result — higher ratings and more ad revenue for the networks.
He calls his recipe “The Three Ps”:
» Position the networks: TNT got a new tagline, “We know drama.” For TBS it’s, “Very funny.”
» Program to the positioning: That