Comcast Rebranding as ‘Xfinity’

Bob Fernandez, reporting for the Philadelphia Inquirer:

Comcast Corp. said yesterday that it would re-brand its TV, Internet, and telephone services as Xfinity on Feb. 12 to signal to customers that this isn’t the same old company. […]

This re-branding comes as Comcast has struggled to rebuild its reputation because of poor service and problems with its network that resulted in telephone and Internet outages. Its customer-satisfaction rating is among the lowest in the industry, but it has improved slightly in the last year. Comcast spokeswoman Jennifer Khoury said the re-branding was not an attempt to distance the service from the Comcast name. “This is about our product. It is about providing our customers with products that just keep getting better.”

Many companies walk away from household name brands just for kicks. Sure.

★ Thursday, 4 February 2010