[Brekkie]

All4 becoming Channel 4 wasn't a good idea - the C4 brand is actually strengthened by it's sub brands and the brand Channel 4 doesn't work for a platform that isn't a channel and the reality has been it's basically had to brand itself C4 Streaming in order to differentiate itself from the actual channel.

It's a bit different with the BBC where it is important to emphasise the master brand and ensure people know BBC content comes from the BBC and increasingly content is promoted only as being on the iPlayer. Indeed arguable the chameleon rebrand is the first step towards that by substituting brands for icons.