USA Unveils New Brand Positioning, ‘We The Bold’

USA Network has launched “We The Bold,” a new brand positioning designed to showcase the network’s programming strategy. Incorporating the various characters on the current slate of USA programming, “We The Bold” reflects the values and interests of today’s modern audiences by evoking 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, President, Entertainment Networks, 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,” said Alexandra Shapiro, Executive Vice President, Marketing & Digital, Entertainment Networks, 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.”

‘We The Bold’ was revealed today via 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. All three spots organically feature “We the Bold” within the context of each franchisee’s world.
Next up: “Harvey Specter” (Gabriel Macht) of “Suits,” Todd Chrisley from “Chrisley Knows Best,” and “Teresa Mendoza” (Alice Braga) from “Queen of the South.”

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. For additional information please visit: www.usanetwork.com.