Comcast should not have changed the brand name of their services.
Comcast is only two syllables while Xfinity (X-fi-ni-ty) is four syllables.
Is Comcast X-rated? Is Comcast now showing porn?
XFINITY is the new brand for Comcast's technology platform, products, and services. Comcast remains the name of our company.
Comcast Xfinity Rebranding Largely Laughed At
Analysts, customers aren't particularly impressed...
12:30PM Monday Feb 08 2010 by Karl Bode
Analysts, customers aren't particularly impressed...
12:30PM Monday Feb 08 2010 by Karl Bode
Last week Comcast unveiled their plans to rebrand their Internet, VoIP and TV services all under the "Xfinity" monicker. While Comcast was hoping to create a modern brand that could do battle with AT&T U-Verse and Verizon FiOS, the decision to misspell infinity with "extreme" and painfully cliche 90's brand stylings wasn't a particularly inspired or creative choice. The name change was giggled at by users and taunted by blogs. Now Time has taken the mocking one step further, placing it at number one on a list of the "top ten worst corporate name changes" (even worse than Syfy!) even though technically Comcast isn't changing their name. "Xfinity is infinite potential," Comcast executive David Watson cornily tells Time. "Comcast hopes the new moniker will help customers forget the high prices and poor customer service for which it has been criticized in the past," responds the magazine. Of course "U-Verse" really isn't any better, but that hasn't stopped AT&T from selling VDSL, IPTV and VoIP.
Turns out that Comcast, the media conglomerate with more than 47.1 million cable, Internet and telephone customers, has more to fret about than integrating a struggling brand (NBC) into its fold. Now the company has to deal with all the jokes about the new name for its core products. Though the parent company will retain the Comcast name, next week its cable, telephone and Internet services will be rebranded Xfinity in 11 markets, and nationwide thereafter.(See the 50 best websites of 2009.)
Xfinity? Huh? It's no surprise that the blogosphere had a field day with the name. Gizmodo called it the "worst, pseudo-pornographic, retrofuturistic marketing dollars can buy." Another well-trafficked blog, the Consumerist, also said Xfinity sounded like a porn company. "Sorry, it just does," the site wrote. In an unscientific poll, I asked a few people for their first thoughts when I mentioned the name. The responses: "Porn." "Porn." "Stupid." "An energy drink or a porn site." "Stupid name." "Not positive." "Extreme sports." "A satellite something." "A car." "Drugs and porn."
At least one brand guru is also shaking his head in disbelief. "It's a complete and total waste of time and resources," says Rob Frankel, who has consulted for companies like Disney, Burger King and Sony. "Nobody has a clue as to why they did this or what the name means. If you are going to rebrand, it should communicate a strategy. Now you'll just say, 'The old Comcast guys f_____ up my cable.' "