No Box at FX Network

Check this out from USA Today (online, 12/11/07)

NEW YORK — Playing against its formulaic TV rivals, the FX network is claiming "no box" can confine its programs' creativity.

The heart of the cable network's branding push — its first ever — is the tagline "There is No Box." The campaign will be introduced in spots aired during Nip/Tuck next Tuesday, according to FX President John Landgraf.

The goal is to build awareness of FX as the home for "a certain kind of cliche-busting quality," Landgraf told reporters during a preview of several of the two dozen spots Tuesday.

They will be seen not only on FX, but across multiple media platforms of owner News Corp. A 60-second spot will air during Fox's Super Bowl broadcast in February.

View the ad.

No need for much in-depth analysis on this. It is just hard to grow in this unbelievably competitive industry by remaining too conventional. Is the same true for yours?

Steve