Will CBS News Find Its Voice With Morgan Freeman?

Posted by Abe Sauer on January 6, 2010 10:57 AM

Since 2006, the voice of legendary newsman Walter Cronkite introduced the network's evening news by broadcasting the words, “This is the CBS Evening News with Katie Couric."

Cronkite's renowned voice linked the modern newscast to its iconic past, but now, six months after Cronkite's passing, CBS is making a change at a time when its very industry is evolving. Storied television news brands -- ABC, CBS, and NBC, in particular -- are being assailed by falling ratings as Americans segment along social and political lines and tune into more niche programming distributed by various forms of media, including cable.

The boundary that separates news and entertainment is becoming increasingly blurred, and the new voice of the CBS Evening News reflects this development. Move over grizzled journalist. Hello award-winning Hollywood actor, Morgan Freeman.

Morgan Freeman's gravelly voice is both familiar and compelling -- which is why Visa currently employs Freeman as the voice of its commercials. It's that same popularity, however, that poses a crossover risk for CBS. Can the same voice effectively represent two different brands without causing confusion or fatigue? Visa and the CBS Evening News are, of course, in different categories, but both rely on television to build and differentiate their brands.

The change marks a seminal moment in the history of the CBS Evening News as Cronkite's trusted voice is replaced with one that promises greater appeal to a younger generation -- and more lucrative demographic -- that identifies with Freeman's voice via his popular roles in movies.

But will it work, or does Visa already have its stamp on Freeman's voice?

Any sonic branding experts out there want to chime in?

More about: CBS Evening News, Morgan Freeman, ABC, NBC, Katie Couric, Walter Cronkite

Wilbert says:

Even if Visa had an established connection with Freeman's voice, it would not take as long to transfer this same connection to the CBS brand - simply because CBS' use is more frequent and consistent than Visa's.

Freeman's voice simply has not had the time to become a brand icon for Visa quite yet.

Furthermore, Visa has merely employed Freeman for their commercials - it is not clear if he is necessarily meant to become a distinctive brand voice.

I would not be too worried if I were Visa. Perhaps even some of the serious values from the CBS evening news show will reflect favorably on the Visa brand. It would be far more damaging if Freeman were the voice of another brand whose values contradicted those of Visa.

Last but not least: an acoustic branding strategy consists of more elements than a voice - although the brand voice is certainly an important part of it.

January 8, 2010 05:36 PM #

Mark Gallagher says:

It's important to note that brand signals work specifically and categorically, individually and collectively. As Wilbert pointed out, Freeman's voice may categorically transfer some of the seriousness of the CBS evening news, which may reflect favorably on Visa. However, it's unlikely that Freeman's voice will equate to a single brand in the near future due to his extensive film career.

Mark Gallagher
Brand Expressionist®
Blackcoffee®

January 8, 2010 07:50 PM #

Richard Jankovich says:

I agree with both Wilbert and Mark. Freeman's voice is so distinctive that I doubt whether any brand can truly own it. Were CBS to use another brand's similarly distinctive voice from a lesser known individual (say, the Hulu voice) than there would likely be cause for confusion.

As to whether an famous actor's voice is a form of sonic branding, I am not sure. I would posit that this is closer to celebrity endorsement and not "vocal timbre as extension of brand attribute." Similar to the recent announcement of Lady Gaga's new job as Polaroid's "Creative Director."

January 10, 2010 11:53 PM #

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Katie Couric is weird.

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