Can “We the People” Save a Brand? Inside MS NOW’s Risky Rebrand and the Soft Power of Representation

I’ve been sitting on this one for a while.

When MSNBC started cleaning house earlier this year, I’ll be honest — I was disappointed. I wanted to write something right then about what it meant for a network I’ve always respected to cut the very teams that gave it cultural depth. But I waited. I needed to think about it more thoughtfully.

And I’m glad I did.

Because tonight, as I watch election coverage on what will soon be MS NOW, I’m seeing the network premiere its new “We The People” campaign in real time. The timing couldn’t be more interesting. Here’s a network trying to reintroduce itself at the exact moment when America is redefining what representation means again.

Same Mission. New Name. Different Context.

The tagline is smart: “Same mission. New name.” It’s safe, familiar, comforting, and strategically sound for an audience who’s older, loyal, and resistant to change.

But beneath the friendly reintroduction, there’s a deeper story.

The rebrand comes right after NBCUniversal cut its dedicated diversity verticals: NBC BLK, NBC Latino, NBC Asian America, and NBC OUT. That move sparked outrage across social media and within the industry. So when MS NOW launches a campaign centered on unity and “the American experience,” it immediately inherits that baggage.

The question isn’t whether the ads are good (they are). It’s whether they’re good enough to rebuild trust at a time when audiences are craving authenticity and accountability.

The Political Timing: Coincidence or Genius?

The rollout timing is suspiciously poetic. Just hours after voters across the country defied predictions and signaled that DEI isn’t dead, that inclusion and progress still matter, MS NOW positioned itself as the network of “We the People.”

Coincidence? Maybe. Strategic alignment? Absolutely.

The move allows the brand to ride the cultural wave of renewed civic optimism. The message is clear: “We’re with you. We’re part of the story.”

That’s powerful. But it also comes with risk.

Because if the message feels performative, if “We the People” becomes just another tagline instead of a lived value, audiences will call it out fast.

The Branding Tightrope: Familiar Yet Forward

Let’s give credit where it’s due. Dropping the NBC peacock and moving toward the acronym MS NOW (My Source for News, Opinion, and the World) is a bold play. It’s cleaner, modern, and digital-friendly.

The visual continuity (same fonts, familiar tone, evolved color palette) tells audiences, “We’ve changed, but not too much.” That’s crucial when you’re trying to maintain trust while reinventing identity.

It’s a classic rebranding tightrope: evolution without alienation.

But the real challenge isn’t the logo or the name. It’s the reputation.

Marketing the Message vs. Living the Mission

You can’t market your way out of a DEI problem. You can only action your way through it.

If MS NOW wants to truly resonate, not just reintroduce, it needs to do more than spotlight diverse faces in a commercial. It needs to invest in diverse voices behind the scenes.

Here’s how they can turn this campaign into something that actually earns back trust:

✅ Authenticity in Action: Make diversity visible in leadership, not just talent reels.

✅ Center Diverse Storytelling: Integrate coverage of communities of color into everyday reporting, not just heritage months.

✅ Transparency Builds Trust: Be open about what went wrong and how you’re making it right.

✅ Community Partnerships: Reconnect with cultural organizations and social impact initiatives that extend beyond the newsroom.

✅ Elevate the Unsung: Feature the producers, editors, and field reporters whose lived experiences shape the stories we see.

If they can bridge message with movement, “We The People” could become a defining case study in brand redemption.

The Real Lesson for Marketers

Brands can’t hide behind slogans anymore. Not when audiences can see through the disconnect between message and action in seconds.

The power of this campaign isn’t in its patriotic language. It’s in its potential to rebuild connection, to make news feel human again.

If MS NOW plays this right, it won’t just prove that DEI still matters. It’ll prove that empathy, representation, and authenticity are still good business.

Because the truth is, “We The People” only works when “we” actually means everyone.

Final Thought

Rebranding in a politically charged climate isn’t just risky. It’s revealing. It exposes what a company really values when the cameras are off.

So yes, the campaign is good. But is it good enough?

That depends on whether MS NOW is willing to live the story it’s trying to sell.