USA Network Revamps Brand Positioning as “We The Bold”

NEW YORK: USA Network has realigned its branding under the tagline “We The Bold,” meant to evoke the spirit of courage, resiliency, risk-taking and authenticity.

“From Mr. Robot to Colony to WWE, USA is actively taking big swings with programming that is more daring than ever before,” said Chris McCumber, the president of entertainment networks at NBCUniversal Cable Entertainment. “‘We The Bold’ reflects the kind of stories we want to tell—rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in.”

“Like ‘Characters Welcome,’ ‘We The Bold’ reflects our culture and spirit in a timely and aspirational way, and serves as an inclusive rallying cry for our programming, characters and audience,” added Alexandra Shapiro, the executive VP of marketing and digital for entertainment networks at NBCUniversal Cable Entertainment. “We couldn’t be more excited to bring this new positioning to life and to ultimately allow our fans to help imbue it with meaning.”

The “We the Bold” brand positioning will be reflected across programming genres, formats and platforms, with micro-content also deployed across USA’s social and digital platforms. The new positioning is featured from today in three content pieces, told from the point of view of USA characters Elliot Alderson (Rami Malek) of Mr. Robot, Katie Bowman (Sarah Wayne Callies) of Colony, and WWE Superstar Roman Reigns.