COUNTRY MUSIC TELEVISION / MTV NETWORKS
Type of Work:
Brand Strategy
Brand Book
Internal Execution
Creative
External Execution
Consumer Research
Brand into Office Environment
Training Materials
The Challenge
CMT was facing a brand identity crisis. Outdated stereotypes about country music were turning off advertisers and failing to resonate with a younger, evolving audience. The brand had drifted away from the modern country lifestyle it was meant to represent. It needed more than a facelift — it needed a bold, foundational reset to stay relevant and spark sustainable growth.
The Solution
We went deep — conducting immersive consumer research to uncover what “country” really means today. By decoding the cultural DNA of country life — from family dynamics to Friday night rituals — we identified untapped audience segments that CMT had never considered.
From there, we built a powerful new brand identity, centered around the platform “Get Country” — a fresh, inclusive take on country culture. Rolling out the strategy meant teaming up with every corner of the CMT ecosystem — from programming to marketing — and syncing with MTV Networks to make sure the new message landed loud and clear.
The Outcome
“Get Country” wasn’t just a tagline — it was a transformation. The brand came alive with a renewed sense of purpose. Programming got a creative refresh. Sales and marketing were reinvigorated. CMT started pulling in younger viewers and — for the first time — advertisers who’d never considered country cool before.
“Dave led the rebranding of MTV Networks’ CMT and did a superb job. I’d have no hesitation in recommending Dave and Rubicon Brand Strategy to any brand”.
Dee McLaughlin, Former Chief Marketing Officer, MTV Networks’ CMT Channel
Other Featured Work
Work That Walks the Talk.
Get In Touch
We work with founders, marketers, and brands who are ready to lead not follow. Let’s make something powerful together.