Earlier this month (February 2010), Comcast made the announcement of shifting over several products to a new brand: Xfinity. The downside to the brand revamp appears to be a spiral effect of news channel, industry critics, and industry peers passing along a series of criticisms trying to rebrand reputation.
Unfortunately it isn’t going so well for Xfinity. Starting with Reuters article “Comcast Seeks Reputation Change with Xfinity brand“, critic after critic is asking big questions about the rebrand effort. In essence, the brand was not what was the target of the change (its reputation was.)
This is a digital issue we have covered before (Supermedia, Idearc, Verizon, and GTE) , as companies continue to re-brand business units in an attempt to fix areas of concern in online reputation and real world business issues.
A core problem of these rebrand efforts is the digital portion, where conversations connect old brands to new brands, along with some related problems on the side of search engine results. Read more