Comcast unveils new brand name and logo (Xfinity)

[onehandle]

Source: Philadelphia Inquirer

Comcast Corp. said yesterday that it would re-brand its TV, Internet, and telephone services as Xfinity on Feb. 12 to signal to customers that this isn't the same old company.

Comcast will remain as the corporate name, but the company will emphasize Xfinity in advertisements and on 24,000 service trucks and thousands of employee uniforms.

snip...

"Verizon has FiOS. Comcast now has Xfinity. It's rebundling it in a high-tech package. You are rebundling an improved product, an enhanced service," said Marc Brownstein, president and chief executive officer of the Brownstein Group, a Philadelphia brand communication, public relations, and advertising firm.

This re-branding comes as Comcast has struggled to rebuild its reputation because of poor service and problems with its network that resulted in telephone and Internet outages. Its customer-satisfaction rating is among the lowest in the industry, but it has improved slightly in the last year.

Read more: http://www.philly.com/inquirer/business/20100204_Comcast_unveils_new_brand_name_and_logo.html

---

Has anyone told the stealer of our Internet rights about the Blackwater to Xe change?

Also, Xfinity sounds like a porno service to me.

[tularetom]

1. I'm gonna go out on a limb here and guess that the service will still suck

[catbyte]

3. What's with all these companies and x's?

They're always the shady ones, too--like Amway tried to change it's name to Quixtar or something like that, then there Blackwater--what's that now? Xe? :shrug:

Diane

Anishnabe in MI

[WriteDown]

5. Probably due to market reseach. "X" seems to be the new/old hot thing. nt

[tinrobot]

23. I thought "Z" was the hot new letter.

[Soylent Brice]

6. !!

:rofl:

[racaulk]

15. Spot on!!!

:rofl:

[rox63]

22. Yeah, but Verizon sucks worse n/t

[skoalyman]

25. It'll suck for Xfinity

and beyond

[CreekDog]

33. +Xfinity

:D

[MUAD_DIB]

2. The name FiOS has a better feeling about it: airy etheral.

Xfinity, a mouthful, I guess is modeled after the whole 'extreme' experience and is a little dated.

I would like to read the positioning paper from whomever was their branding team and why they went in that direction.

Xfinity also sounds like a negative: not infinity.


The Chevy Nova when it was released in Latin America was considered a joke. NOVA literally means no go in Hispanic.

[WriteDown]

4. But unlike Xfinity....

The Chevy Nova was a package full of AWESOMENESS

[MUAD_DIB]

7. True, but perception/packaging counts for a lot.

Would you buy a car if it was called the Chevy Krap?

[WriteDown]

8. If it looked and performed like the Chevy Nova, absolutely.

Probably my favorite car of all time.

[Berry Cool]

19. The "Chevy Nova means 'no go' and it didn't sell in Latin America" story is an urban legend.

Snopes has debunked it for years, yet somehow it makes it into every business textbook as an example of the importance of names in foreign marketing.

http://www.snopes.com/business/misxlate/nova.asp

[Mithreal]

10. That was my first car, same color except for the white on the hood.

The style looks so much better to me now than it did then. Must be a getting older thing.

[WriteDown]

11. Tell me you kept it all these years?

:)

[Mithreal]

12. unfortunately no

[BlueJazz]

9. In keeping with ...ah...that "Change".., here's a picture of a simply Gorgeous Man.

[Gidney N Cloyd]

13. It'll be listed in the Guide to Evil Corporations right after Xe !

[Blue Owl]

14. I like the name "Penetrobe" myself

(thanx to "Office Space"!)

[liberaltrucker]

16. Shit by any other name...

nt

[LatteLibertine]

17. Black Water

became Xe. I'm not sure what AIG are changing their name to, and I know many of their subsidiaries already made a move.

Corporations frequently do this to duck a bad rep. Sometimes the privileged few at the helm simply move on after they have gutted a business to create or possibly seize another.

[CatholicEdHead]

18. I'm with Coco on this

http://www.tonightshowwithconanobrien.com/video/clips/comcastic-spectacular-120309/1181805/

and

http://www.tonightshowwithconanobrien.com/video/clips/we-love-comcast-120209/1181518/?__cid=thefilter

[LiberalEsto]

20. From Comcrap to Xfuckya

Sounds logical.

[SoapBox]

21. ...reminds me of Xe (Blackwater)

What's with the "X" words?

What a stupid name...and as said, it reminds me of Xe (Blackwater)...Maybe the NoChildLeftBehind crowd doesn't
learn all of the alphabet.

[Nostradammit]

26. X used to signify Christians to one another.

It is dog-whistle secret code.

IMHO.

[WriteDown]

28. Yep, like the X-men....

It was simply a way to indoctrinate children with Christianity. :eyes:

[Nostradammit]

30. Now I'm even more convinced I'm right.

[glitch]

29. Xe leaps to mind. nt

[Jkid]

24. Xfinity: New name, same crappy service you know all too well.

[piedmont]

27. Employees will be known as "Xtacles" and get snazzy new uniforms too -->

[Rosa Luxemburg]

31. Leopards don't change their spots

[CreekDog]

32. Xfinity: how many times you have to call their Customer Service

:eyes:

[jtrockville]

34. There'd be no need to rebrand if Comcast ACTUALLY improved.

So rather than TELLING us how much they've changed by rebranding, why not just SHOW us?