Branding and USA Network

I've been finding that the USA cable network has a sophisticated and effective approach to branding - a good example for almost any business. It goes beyond the more typical method of choosing some slogan and then publicizing it. the channel's "characters welcome" actually embodies much of its programming, to start. Shows like Law & Order Criminal Intent, Monk, Burn Notice, Psych, House - whether new or in reruns - are quirky takes featuring unusually strong characters that are well acted. (In fact, I think with lesser actors who wouldn't pull out as much of the characterization, many of these series would become insanely dull.)

And then the network extends its branding into its own commercial spots by doing them in such a way as to underscore the characters and an off-beat approach. Having Law & Order CI detectives wondering what is going on around them as movers come in and take dead bodies, set pieces, and props, to signify the show's move to USA? It's genius because the approach uses such classic marketing techniques as showing, not telling - the show is moving to USA, the characters that the audience likes will be found there, and it's all done in such a way that the quirkiness turns the network itself into one of the characters. USA at the moment should become an object of study for those who would like to learn how to market effectively.