So. Comcast, perhaps having just seen their 100th consecutive consumer research study showcasing their lack of customer service (Hey. All cable companies are in this boat. So it’s not just them) and massive customer dissatisfaction scores, had an inspiration (some may call it a brain cramp) and announced that it plans to change the name of its cable TV, Internet and phone services to XFinity.
Comcast EVP, operations David Watson tells us the brilliance behind this re-branding maneuver:
“XFINITY represents the future of our company and it’s a promise to customers that we’ll keep innovating. When we launch XFINITY in a market, we’ll rebrand our products: XFINITY TV, XFINITY Voice and XFINITY Internet (our company, of course, remains Comcast). This transition is already well underway across the country. [On February 12], XFINITY will roll out in 11 markets including: Boston, Philadelphia, Baltimore, Washington D.C., Chicago, Portland, Seattle, Hartford, Augusta, Chattanooga, parts of the Bay Area and San Francisco, with more markets to come later this year.”
This is the kind of crap that makes everyday consumers crazy and drives those of us in the marketing world to drink heavily (Ok. More heavily then we may normally do).
Dear David at Comcast,
I don’t want you to promise me you will keep innovating I would like you to promise me you will show up at 10 when you say you will fix my TV so I can watch Oprah.
I have the utmost respect for Jeff Goodby and Goodby Silverstein (Comcast’s ad agency) but this is kind of nuts. I guess I can take some solace in that a Comcast representative confirmed that this is actually a Goodby, Siegel+Gale, and other agencies brain trust endeavor. (although I would tend to blame Siegel+Gale as having been paid a boatload of money and arriving at some unbelievably “insightful in presentation but unrealistic in practicality” conclusion)
Well. I guess if they spend enough money it will work. Spend enough and people will forget Comcast and only remember XFinity. But. Here’s the deal. Every day they will still be delivering the same ole same ole (which ain’t so hot). Therefore, in the end they will have spent gobs of money on this new “brand” and achieve exactly the same results.
Some would tend to believe this is a definition of insanity. Anyway.
And wouldn’t it have been cheaper if they had all sat in a conference room contemplating their navels?
Same result. Less expense.