This is a great idea because the average customer still has no clue what Xfinity really is about. The Wall Street Journal says Comcast is launching a marketing campaign costing at least $170 million to fix what CEO Brian Roberts says is a less-than-successful two year old corporate re branding effort.
This new campaign is aimed at improving customers understanding of the Xfinity brand which was introduced by Comcast in 2012. Xfinity is the brand they created that describes the bundle of services which include television, telephone and Internet. They tried wireless with Sprint Nextel and then Verizon Wireless, but that failed.
I wrote an article about this Xfinity brand problem February 19, 2010 and discussed it with the media who called.
It has taken Comcast quite a while, but at least they finally understand their re-branding mis-fire and are trying to correct it. Can they, is the question.
Here is that article I wrote in case you are interested in seeing it. http://ezinearticles.com/?Why-Comcast-is-Re-Branding-With-XFINITY?&id=3793563
They failed at re-creating this new brand for the same reason they failed at the wireless business. They just don’t understand.
The estimates are Comcast has already spent $640 million advertising the Xfinity brand since 2010, excluding Comcast’s own promotional time on their system.
With all that money being spent already does Comcast think another $170 million will really matter?
That does Xfinity stand for? What does it mean to the customer? What is it? That is the question that has never been addressed.
Comcast must get closer with the customer. They must form a relationship with the customer. That means a completely new strategy. Something Comcast has never done in their marketing.
The problem is Comcast has grown and changed over time. Today it is a company that offers many attractive services and bundles.
I would say today Comcast is better at delivering services than they are at telling the marketplace about them. And that’s the missing link.
Which reminds us of the question. If a tree falls in a forest and no one is there to hear it, does it make a sound?
It’s all about building the brand. Something Comcast has never really understood.
Today they are a very strong company with a very weak brand. It needs to be strengthened before it’s too late.
They have to focus on strengthening the brand as the television space is getting ready to transform with new companies and technologies like Google announced this week delivering television and Internet over their broadband lines in Kansas City.
The clock is ticking.
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Please attribute to Jeff Kagan, Tech Industry Analyst with www.jeffKAGAN.com
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Jeff KAGAN| Tech Industry Analyst www.jeffKAGAN.com
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