With some 1900 company name changes this past year, one would think these re-branding efforts would pay dividends in market share, customer perception, and employee focus in forging a new direction, both in the short and long-term. Does XFINIITY make relevant and pertinent business sense for all stakeholders involved, or could it be viewed as confusing and irrelevant?
They are the questions Comcast must answer when you make your time and money in retraining customers to think with regards to their existing and new releases under new name brand. But you will find inherent difficulties with re-branding which should be addressed to guarantee the new name fits with the existing and future targeted customer culture.
The question remains, will customers use a exposure to the XFINITY name? Is Comcast seeking to merge its products, both existing and new, right into a new brand that best describes its future? What else will the organization do today to improve the name, like tying it to new and improved customer service and quality engineering? Or perhaps it desires to distance its products from a classic brand name like Comcast, which has been through the pros and cons of customer perceptions.
Even though the company parent name will always be Comcast, even with the newly acquired NBC-Universal, all of its products will be marketed beneath the name XFINITY, including, Digital Video, Broadband, and Telephone. This goes to include employee uniforms, customer bills, and product related advertising.
The question remains, will customers use a connection with the xfinity comcast email login? Is Comcast trying to merge its products, both existing and new, right into a new brand that best describes its future? What else will the organization do to improve the name, like tying it to new and improved customer care and quality engineering? Or perhaps it desires to distance its products from a classic brand like Comcast, that has been through the highs and lows of customer perceptions.
Even though the company parent name will always be Comcast, despite having the newly acquired NBC-Universal, most of its products will be marketed underneath the name XFINITY, including, Digital Video, Broadband, and Telephone. This tnxxjl on to include employee uniforms, customer bills, and product related advertising.
Len Grace is definitely the founder and editor of The Cable Pipeline, a Cable Industry Blog centered on highlighting pertinent and relevant issues in 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 over 18 years experience as a General Manager with Comcast Corporation, and currently functions as an unbiased Consultant/Strategist and Blogger contributing to Light Reading’s/Cable Digital News, an internationally syndicated technology news organization. Also, he plays a role in BroadbandBreakfast.com, a daily web site with definitive and independent news on broadband stimulus funding, wi-fi, as well as the national broadband plan beneath the banner Expert Opinion.