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On October 11, 2010, MSNBC unveiled a new televised advertising campaign and slogan called "Lean Forward". "We've taken on CNN and we beat them," MSNBC president Phil Griffin told employees at a series of celebratory "town hall" meetings. "Now it's time to take on Fox. " Concerning the campaign, Griffin said, "It is active, it is positive, it is about making tomorrow better than today, a discussion about politics and the actions and passions of our time. "[42] The new campaign embraces the network's politically progressive identity. [43] The two-year advertising campaign would cost $2 million and consist of internet, television, and print advertising. [42] The new positioning has created brand image issues for msnbc. com, the umbrella website for the television network. A New York Times article quotes Charlie Tillinghast, president of msnbc. com, a separate company, as saying, "Both strategies are fine, but naming them the same thing is brand insanity. "[44] As a result, msnbc. com eventually changed its name to prevent confusion with the television network, MSNBC;[44] it rebranded the more news-driven msnbc. com as NBCNews. com in July 2012. [45]

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