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A case study in best practice brand building: strategic positioning, naming and brand creation for a men’s TV channel in the UK.
Despite great programming, UKTVG2’s ratings were poor. A channel for 16-44 men with brand awareness of just 2%, it needed a major work over and a clear and desirable point of difference.
The programmes were the key; intelligent, irreverent genuine humour which led to the strapline “The home of witty banter”. Dave was chosen as the channel name to give an accessible feel that people can relate to, a completely original idea. A range of channel idents were created along with a multi-media launch campaign.
Presenting Dave as an eccentric and irreverent destination - the home of witty banter.
Taking inspiration from the idents, classically British symbols from the Dave country house.
Dave flock wallpaper and ‘family portraits’ for talent in the outdoor work reinforced the notion of Dave as a physical place - the home of witty banter.