It was recently announced that the company formerly known as “Comcast” will now be known as “Xfinity.” The ostensible rationale is that since the Comcast brand is associated with cable television, it is cannot effectively represent the expanded services the company is now starting to offer. Interestingly, company spokesmen also acknowledged that the company’s less-than-stellar reputation for customer service had reduced the consumer equity of the Comcast brand.
Okay, I understand the predicament they find themselves in, but I don’t think they have a smart solution. First of all, it doesn’t matter what they call the company if they don’t fix their problems with customer service. Assuming that they do fix those problems, it’s not clear to me that a name change makes sense. I have to believe it will cost tens of millions of dollars more to create awareness of the new brand than it would to tell the story that Comcast has dramatically improved its service. (Note: I wouldn’t say that if the Comcast name were an object of scorn or considered to be the universal symbol for bad service, but I don’t believe that to be the case. Rather, I suspect that most consumers would be willing to change their image of Comcast as long as the company gives them a legitimate reason to do so.)
Moreover, I don’t like the name “Xfinity.” It looks like a typo and sounds like a typo. There’s simply nothing interesting or clever about the name. Two similar but better choices right off the top of my head are “Nfinity” (which sounds like “infinity”) and “Dfinity” (which sounds like “divinity” and is a play on high definition).
To make matters even more confusing, the parent company is still going to retain the name Comcast, so the name they can’t wait to get rid of has been exhumed even before it gets buried.
What’s ironic about all of this is that I’ve always been a fan of their use of the phrase “It’s Comcastic!” To create an adjective that they could own was a brilliant stroke of marketing, and now the value of that trademark will soon be absolutely zero.
I just hope we’re not soon going to be subjected to ads exclaiming, “It’s Xfinitive!”