Read this: How UKTV's Dave went from 'ridiculous idea' to award-winning channel
Summary: The rebrand from UKTV G2 to Dave in 2007 came about after UKTV brand tracker data revealed a stark disconnect between the original channel's reach and its spontaneous awareness. While he loved the idea of calling the channel a name, it took the wealth of research and insight to convince him - and the shareholders - that Dave was a good idea. - www.marketingweek.com
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