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November 8, 2006
Chris Moseley, former executive vice president and chief marketing officer for the Hallmark Channel, showcased her skills and impressive experience in the cable industry for students at New York University’s Stern School of Business on November 8. She spoke about brand management in media and entertainment, sharing her ideas about clear positioning and emphasizing a product’s emotional benefit.
Moseley emphasized the importance of the idea in product positioning: it must be both important and differentiating. “If your consumers don’t want pink widgets, they won’t buy them,” she said. Positioning, she said, should always be “as close to eternity as you can get,” because brand building takes time. She added that a positioning promise can always be refreshed to keep it contemporary, without detracting from the original message.
Moseley also cautioned against trying to be all things to all people: “A little bit of everything is worse than nothing,” she said, adding that trying to do too much and not clearly defining a product’s target audience can end up as “whispering in a crowded stadium.”
The event was well-received by all. An MBA student in the NYU Stern School of Business, Media and Entertainment studies, had this to say. "The Media and Entertainment Association (MEA) at NYU Stern was delighted to host an evening with Chris Moseley. Chris used various examples from her extensive experience at Hallmark to illustrate its transformation into a well-known and respected brand in television. Our students found her presentation on Hallmark's advertising and marketing strategies very interesting and informative. We'd like to thank the Cable Center for a stellar opportunity to introduce our students to television marketing. The MEA looks forward to future collaborations with The Cable Center!"
VIDEO CLIPS OF THE LECTURE »
Chris Moseley
Former Executive Vice President, Worldwide Marketing & Brand Strategy
BIOGRAPHICAL INFORMATION »
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