With some 1900 company name changes last year, one would think these re-branding efforts would pay dividends in market share, customer perception, and employee focus in forging a whole new direction, both in the short and long-term. Does XFINIITY make relevant and pertinent business sense for those stakeholders involved, or could it be thought of as confusing and irrelevant?
These are the questions Comcast must answer when making your time and money in retraining customers to believe with regards to their existing and new products under new brand. But you will find inherent issues with re-branding which has to be addressed to ensure the new name fits with an existing and future targeted customer culture.
The question remains, will customers possess a exposure to the XFINITY name? Is Comcast seeking to merge its products, both existing and new, into a new brand that best describes its future? What else will the company do to boost the name, like tying it to new and improved customer service and quality engineering? Or maybe it wants to distance its products from an old brand name like Comcast, which was with the ups and downs of customer perceptions.
Even though the company parent name will remain Comcast, despite the newly acquired NBC-Universal, most of its products is going to be marketed beneath the name XFINITY, including, Digital Video, Broadband, and Telephone. This goes onto include employee uniforms, customer bills, and product related advertising.
The question remains, will customers use a exposure to the comcast.net email? Is Comcast wanting to merge its products, both existing and new, into a new brand that best describes its future? What else will the business do to improve the name, such as tying it to new and improved customer care and quality engineering? Or possibly it wants to distance its products from a classic name brand like Comcast, which was with the pros and cons of customer perceptions.
Even though company parent name will stay Comcast, even with the newly acquired NBC-Universal, all of its products is going to be marketed beneath the name XFINITY, including, Digital Video, Broadband, and Telephone. This tnxxjl onto include employee uniforms, customer bills, and product related advertising.
Len Grace will be the founder and editor in the Cable Pipeline, a Cable Industry Blog focused on highlighting pertinent and relevant issues inside the Cable/Telecom arenas. His insights and opinions both inform and enlighten readers on current industry trends including Broadband, Digital Cable, Telecom, VOD, IPTV, Infrastructure, and Business Strategy.
He is a Cable Industry veteran with well over 18 years experience as being a General Manager with Comcast Corporation, and currently may serve as an unbiased Consultant/Strategist and Blogger leading to Light Reading’s/Cable Digital News, an internationally syndicated technology news organization. Also, he contributes to BroadbandBreakfast.com, a daily internet site with definitive and independent news on broadband stimulus funding, wi-fi, as well as the national broadband plan beneath the banner Expert Opinion.