Oprah: Guiding her brand forward

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For the next chapter in her brand story, Oprah must forge a new future while remaining true to her legacy

As if the stakes for launching a cable network weren’t high enough, they’ve just been raised higher for Oprah Winfrey. Plagued by a series of missteps and mediocre ratings, OWN has struggled to find a CEO who could launch a new network while defining the next generation of the Oprah brand.

With the announcement that Winfrey will “dedicate my full creative energy and focus as the full-time CEO of OWN,” in addition to her current role as chairwoman, it appears OWN realized there was only one person with the vision and intuitive understanding of the brand to guide it forward.

To read the full commentary by Howard Belk and Nancy Hansell, originally posted by MediaPost, click here.


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