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Entertainment

We The Bold: USA Network Launches New Brand Positioning

'We The Bold' is designed to capture the network’s evolved programming strategy and evoke a new, distinct point of view for the brand.

"We The Bold."

That’s the new brand positioning unveiled this week for USA, the leading cable entertainment network home to a powerful stable of dramatic, comedic and unscripted originals like Mr. Robot and Colony.

"We The Bold" is designed to capture the network’s evolved programming strategy and evoke a new, distinct point of view for the brand. Building upon USA’s rich characters-driven history, the refreshed branding 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."

The new brand positioning will be reflected across programming genres, formats and platforms, with micro-content also deployed across USA’s social and digital platforms. ‘We The Bold’ will be 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. Additional content pieces will follow.

"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."

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