Al Jazeera America ignores its brand problem
Tom Dougherty, CEO – Stealing Share
4 January 2013
Al Jazeera America can’t just pretend to be like everyone else
Al Gore has sold his Current TV network to Al Jazeera. The pan-Arab news organization plans to shutter Current and replace it with another news network: “Al Jazeera America.”
Al Jazeera has had a difficult time gaining traction in the U.S. and the issue has always been a brand problem. The American market refuses to give Al Jazeera permission to be a viable news alternative. I say this without regard to the quality of its programming, depth of its coverage or due to its real or imagined political agenda.
“Brand repair can never be done in-house because nobody on the inside can look dispassionately at itself to address the real problem. It’s a bit like looking at your own children dispassionately and admitting they’re unattractive.”
The U.S. broadcast news industry does not demand unbiased coverage. In fact, it has room for every type of newscast except unbiased and fair. Fox News on the right and MSNBC on the left are watched more for affirmation than for information.
Still, Al Jezeera, was not given permission to play here and its new brand, Al Jezeera America, won’t be accepted either.
A few months back, a representative from Al Jazeera contacted us at Stealing Share and asked for a proposal for a new branding exercise. We never heard back after our proposal was submitted.
If Al Jazeera America is a result of that initiative, the company either hired fools or decided on a do-it-yourself rebrand. Either way, watch the total failure of this enterprise.
Brand repair can never be done in-house because nobody on the inside can look dispassionately at itself to address the real problem. It’s a bit like looking at your own children dispassionately and admitting they’re unattractive.
New and expanded bureaus are not what bring success to news organizations. Success comes from understanding the target audience and delivering a new brand, free from baggage. A brand that proclaims loudly — “this is for you!”
Good luck Al Jezeera. Let me know when you are serious.
Political Ideology Creates Broken Government Tom Dougherty, CEO - Stealing Share 18 May 2017 Political ideology. Stop the madness. Political ideology The whole world is in political strife. And I believe the root cause is political ideology. It’s not surprising. I...
LaVar Ball Tom Dougherty, CEO - Stealing Share 17 May 2017 LaVar Ball makes it hard to root for his son Here's some straight truth. I've seen Lonzo Ball play basketball only a few times. I know the UCLA freshman has legitimate hardwood talent, potentially a...
Madden NFL 18 and Tom Brady Tom Dougherty, CEO - Stealing Share 15 May 2017 Madden NFL 18 shows NFL all in on Tom Brady This just in, NFL fans. The NFL is all in on Tom Brady. Just a year after the New England quarterback served a four-game suspension over...