Stephanopoulos puts ABC News brand at risk
May 20, 2015
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In 2011, ABC News launched a major rebranding effort focused on the slogan "See the Whole Picture," featuring key news personalities including George Stephanopoulos:
Today ABC News launched a major re-branding initiative. The last time that ABC News spoke directly with its audience about what defines ABC News was over a decade ago with "More Americans Get Their News from ABC News than Any Other Source" - a statement that is still true today. ABC News President Ben Sherwood laid out the foundation of the new campaign to ABC News staff in an email on Monday morning: Starting today and over the course of 2012, you're going to see new on-air promos that feature images of an unprecedented gathering of ABC News anchors and correspondents and a call to action: When viewers turn to ABC News, they will "See the Whole Picture." Believe it or not, it's been more than a decade since ABC News consistently put forward a message or slogan. This new promise - "See the Whole Picture" - will help unify ABC News and differentiate our efforts from the competition.