CBS' approach to Star Trek
is not my idea of active brand management. Sure, I guess some effort is being made in its direction, but there's no apparent strategy to it. If there's no strategy, it's not brand
management. It's just picking the low-hanging fruit. To anyone who knows what brand management is, the difference will be obvious, even from the outside.
I see no strong business case for new Star Trek
on TV, not anything that is stronger than what CBS could be doing instead. Doesn't mean it won't happen. Lots of stuff in Hollywood happens on the basis of personal connections rather than cold-blooded business considerations. Otherwise, we wouldn't have gotten Abrams' movie either. There are plenty of other movies he could have done, just as successfully.
I'd like to see an experiment done where CBS rebrands Star Trek Enterprise, to discover how many viewers that can get on one of its main flagships channels. You know, in Prime-time or close to - at an hour unprecidented for a 10 year old property.
Completely new opening title sequence, losing the middle of the road pop song - to give it a fighting chance.
Now that's a pretty good idea. The rebranding can simply be "see what Starfleet was up to before Kirk and Spock" (meaning Pine and Quinto of course, for the new generation of viewers.) A lot of the movie audience probably doesn't know ENT exists. I wasn't very happy with the series, but it's decent enough and a good test case.
But once again, this requires that CBS care enough about Star Trek
to run a prime-time experiment, which is a radical idea. I can't envision some CBS honcho putting his/her neck on the chopping block by suggesting this idea at a meeting. They'd be smarter to just suggest another CSI
So in fact, your idea requires a great deal of effort, for that CBS exec who is willing to risk a lucrative career to even suggest it. I don't see CBS as being a place where innovation and risk-taking are particularly prized.