Comcast has done a good job of making their name a household word. Now they have announced plans to rebrand their internet, phone and cable TV services under the name Xfinity.

I'm not sure what Xfinity means. "Formerly infinite," perhaps?

Such so-called rebrands cost money. New signs, letterhead, business cards, vehicle IDs, etc., etc., are but the iceberg's tip. The real expense comes in retraining the masses to recognize you by, and trust you in association with, the new name. 

Which leads me wonder: what marketing problem does this so-called rebrand solve for Comcast?

I refer to this as a "so-called" rebrand because a new name and logo do not a brand make. Those are marks. Brands are bigger and go deeper. (I deal with this extensively in my book.)

Steve Cuno
 


Comments

JonA link
02/17/2010 12:42

As you said, what companies are missing with bonehead moves like this is that the problem with their brand isn't their name, it's the negativity associated with it. It may be poor customer service, product quality, etc. Unless they fix the underlying problem, a new brand name will quickly be associated with negative qualities.

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