The Tiffany Network brand strategy was crafted by Edward Bernays

Evidence

By the early 1930s Paley’s CBS had reached profitability, and was in a position to take a real run at NBC’s dominance. He had earlier hired Edward Bernays, author of Propaganda, as an adviser. Bernays suggested that CBS distinguish itself from NBC by emphasizing the superior quality of its programming—the theory of the “Tiffany Network” was thus born—and in that way exploit Sarnoff’s weakness in matters of taste. — Tim Wu, The Attention Merchants, 351

Categorization

• DEFINE: Provides origin of the ‘Tiffany Network’ branding — CBS’s quality positioning was a deliberate Bernays strategy, not organic.