• by Wayne Friedman , June 3, 2014

Cable network WE tv’s new branding effort looks to move beyond its women-oriented roots and strive for overall “communal power.”

“When we looked at our name and brand, we realized instantly that the word ‘WE’ is an ideal reflection of the socially networked world we live in today,” stated Marc Juris, WE tv president.

 “The idea of ‘WE’ as all of us -- sharing common interests and experiences — is a powerful and universal theme which drives connection, conversation, collaboration and community..”

Key in its re-branding are three words -- awesome, powerful and  tweet -- all of which conveniently contain the letters ‘w’ and ‘e’ together, which it highlights predominately in some new visuals.

The creative was developed with Eloisa Iturbe Studio of Buenos Aires and will air on the network, as well as appearing on its digital platforms this fall.

Some of the network’s bigger shows come on Thursday night: “Braxton Family Values,” “Tamar & Vince,” “Mary Mary” and “L.A. Hair.”

For the month of April, the network posted a 41% gain in its average prime-time viewers to 472,000 and 19% gain in its total day viewers to 246,000 .