rwilli1
11-20-2009, 06:08 AM
Satellite : The Branding of DIRECTV
“It’s not a platform,” Showtime’s Matt Blank once told us, “it’s a brand.”
DIRECTV – and majority owner Liberty Media – have just gone a long, long way toward proving Blank’s point, naming PepsiCo vice chairman Michael D. White (pictured) as its new president and CEO, starting January 1. White is known both for his financial/management wizardry (he led negotiations for Pepsi’s $7.8 billion buy out of its two biggest independent bottlers) and for his packaged goods experience. (He’s been with PepsiCo, in one form or another, for nearly 20 years.)
So what does this all mean for DIRECTV? For starters, they’ve got an experienced guy to help lead the soon-to-be spun off unit. They’ve also got a guy with experience in the multi-billion dollar deals that appear to be a pre-requisite for media management these days. (Not that Dr. John Malone is a slouch at such things ... but hey, he can’t do everything.)
Plus with White, DIRECTV has added experience in the ultimate branding arena of all – packaged goods – and, presumably, a strong team player. Which means ... well, with any luck, it should mean steady as she goes. DIRECTV has had a stellar track record over the past few years. If this is, indeed, a brand, it must be one that its owners do not want to rock.•
“It’s not a platform,” Showtime’s Matt Blank once told us, “it’s a brand.”
DIRECTV – and majority owner Liberty Media – have just gone a long, long way toward proving Blank’s point, naming PepsiCo vice chairman Michael D. White (pictured) as its new president and CEO, starting January 1. White is known both for his financial/management wizardry (he led negotiations for Pepsi’s $7.8 billion buy out of its two biggest independent bottlers) and for his packaged goods experience. (He’s been with PepsiCo, in one form or another, for nearly 20 years.)
So what does this all mean for DIRECTV? For starters, they’ve got an experienced guy to help lead the soon-to-be spun off unit. They’ve also got a guy with experience in the multi-billion dollar deals that appear to be a pre-requisite for media management these days. (Not that Dr. John Malone is a slouch at such things ... but hey, he can’t do everything.)
Plus with White, DIRECTV has added experience in the ultimate branding arena of all – packaged goods – and, presumably, a strong team player. Which means ... well, with any luck, it should mean steady as she goes. DIRECTV has had a stellar track record over the past few years. If this is, indeed, a brand, it must be one that its owners do not want to rock.•