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February 4, 2010

Comcast's New Brand Naming Goes to Xfinity and Beyond With Irritated Bloggers

I am always interested in the emotions that are often unleashed when a high profile company changes its name. Comcast's decision to change its name to Xfinity has been met with almost immediate derision across the blogosphere.

But why do people get so angry when some companies change their names? I can break this down to two sources of irritation.

First, it seems that if the company is struggling with customer satisfaction, the name change almost always attracts some flak. Although Comcast is not changing their company name, the Xfinity brand name will be used for its cable TV, Internet, and phone services.

The change is being perceived as a kind of mask. As Philly.com says,

Xfinity seems to position the company to compete with Verizon Communications Inc, which markets its TV and Internet services as FiOS, and AT&T, which uses U-verse. Cablevision, the New York-based cable company, sells its services under the brand Optimum.

The Comcast name just has lots of baggage, and if they want to compete, the company needs a new face.

However, Comcast also needs to continue to improve its service. Ever call them? It's a voicemail maze, and that's a kind way of putting it.

This is, "repositioning the company with consumers," according to one Comcast executive. One blogger questions whether this is a "distinction without a difference."

Sean Portnoy notes that "it's a bit of a risk to surrender a very well-known brand in the hopes of sounding like a new, cutting-edge player in the game." In other words, there's an immediate authenticity issue here.

Second, it's the Xfinity the name itself. Today the "Xfinity and beyond" jokes are myriad.

Some find the Xfinity name "strange" and "harsh."

Gizmodo really rolls up its sleeves and bashes it, sarcastically saying its "the worst, pseudo-pornographic, retro-futuristic garbage marketing dollars can buy." Ouch.

Will Comcast emerge with it XDignity? We'll have to wait and see.

Technorati Tags: Comcast, Xfinity, brand, name change

Posted by William Lozito at February 4, 2010 9:20 AM
Posted to Brand Naming | Branding | Company Naming | Media and Entertainment | Naming | Product Naming | Telecommunications

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