Branding campaign and election coverage: Challenges and muddying of the waters

CBS stuck with ‘Campaign 2018’ as its primary branding in the days leading up to election night.

However, it’s worth noting that word could be interpreted as excluding the actual election night — so a sort of sub-brand emerged: ‘CBS News Election Night.’ CBS also mixed in the ‘original reporting’ tagline into some of its promos, though at least the ‘Campaign 2018’ name was referenced in the spot.