CBS re-imagines their Audio Brand.

Relevancy > Heritage.

CBS gets it.

For the first time in 91 years, they've rebranded to "Become Relevant to Today" and Audio Branding is a massive focus:

They've resurrected the “This is CBS” voiceover slogan, not heard on-air since the ’90s, and turned it into a five-note mnemonic melody, paired with animation, that will appear at the top of each hour during the network’s prime-time programming.

The “This is CBS” mnemonic will also be featured on CBS programming that airs on other platforms, like Netflix.

So now, they've got CBS branding on Netflix. This is a massive distribution channel to build an audio identity through.

The simplified, streamlined overhaul directly connects CBS with its subsidiary brands while emphasizing the various ways consumers can watch its content: live, on-demand or streaming.

The refresh will help CBS pivot from “a linear broadcast brand“ to a multiplatform entertainment brand that delivers high-quality content.

Is your brand relevant in an audio-first world?