E!
Positioning
In 2009, E! Entertainment conducted research that showed a paradox. There was a wide gap between high Consumer Affinity (very positive feelings about E!) and fairly low Ratings (how many actually watched). For many, E! was viewed as a “guilty pleasure.”
To combat this barrier to entry, Barker DZP re-defined the brand relationship between E! and its viewers as “a circle of friends.” The new tagline “We love it too” invites viewers into the circle as a guilt-free re-assurance that validates their choices and elevates the content.