HSN Rebrands to Shake Dowdy Image

It's been 28 years since HSN debuted, cultivating a reputation for past-their-prime celebrities hawking cubic zirconium baubles to housewives. But today it's a starkly different business, with partners including the likes of Coca-Cola and Disney — and HSN wants consumers to know that. To that end, this month the network launches a rebranding, complete with new a tagline, an upbeat campaign from Deutsch and a makeover of everything from packaging and fonts to sets and scripts, with the goal of reaching people who may not have shopped the network before.