By incorporating 1900 company name changes last year, one could think these re-branding efforts would pay dividends in share of the market, customer perception, and employee focus in forging a new direction, in the the long and short term. Does XFINIITY make relevant and pertinent business sense for many stakeholders involved, or can it be considered confusing and irrelevant?Comcast tallahassee
These are the basic questions Comcast must answer when making an investment in retraining customers to think when it comes to their existing and new services under new brand. But you will find inherent problems with re-branding which must be addressed to ensure the new name fits with an existing and future targeted customer culture.
Does the organization have these products?
· Multiple Delivery Platforms
· Multiple Types of Users
· Products & Services with Multiple Features
· Future Content Offerings
· Existing Umbrella or Corporate Names
Can the newest Name Pass this Test?
· Can it have an emotional Bond with customer?
· Will the emblem name be easily remembered?
· Does the name association reverberate negative or positive?
· Does the new name squeeze product as intended?
· Can the new name easily be pronounced by customers?
· Will the sound of the newest name bond with all the customer?
These are the basic issues Comcast probably considered when changing its product manufacturer to XFINITY. Invest the the meaning from the word (affinity), pronounced and spelled much like XFINITY, madness produces associations like:
How does an Affinity connection relate?
· (A feeling of connection) - "a natural liking for or identification with somebody or something"
· (Connection)-"a similarity or connection between people or things
· (Somebody attractive)-"somebody to whom somebody else is attracted to"
The question remains, will customers have a reference to the XFINITY name? Is Comcast trying to merge its products, both existing and new, in to a new brand that best describes its future? What else will the company caused by enhance the name, for example tying it to new and improved customer care and quality engineering? Or maybe it desires to distance its products from a classic manufacturer like Comcast, which has been with the ups and downs of customer perceptions.
Although the company parent name will stay Comcast, even with the newly acquired NBC-Universal, most of its products will probably be marketed under 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 possess a reference 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 organization caused by improve the name, such as tying it to new and improved customer support and quality engineering? Or maybe it really wants to distance its products from a classic brand like Comcast, that is through the ups and downs of customer perceptions.
Even though the company parent name will stay Comcast, despite having the newly acquired NBC-Universal, most of its products will be marketed as XFINITY, including, Video, Broadband, and Telephone. This goes on to include employee uniforms, customer bills, and product related advertising.
Len Grace is the founder and editor with the Cable Pipeline, a Cable Industry Blog focused on highlighting pertinent and relevant issues inside 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.