Xfinity: The next new name you’ll hate?

Why would a company like Comcast — one that holds such enormous marketshare in the cable television industry — change its name?

I laugh as I ask that question, because it’s pretty obvious to everyone who’s ever had to deal with one of Comcast’s horrendous customer service representatives. You know what I’m talking about if you’ve ever opened the door to a sleepy, perpetually-late cable installer. You can also feel my frustration if you’ve ever opened up a bill to find your rates jump 100% for no apparent reason. Whatever the case may be, there isn’t much love out there for Comcast.

And now one of your favorite utility enemies is going to treat you like you’re stupid. They’re going to change the name of their cable, internet and phone service to Xfinity.

Wow, everything’s better now!

I’ve never had a positive experience with Comcast. Never. But I would love to see them turn things around if for no other reason than for the innocent bystanders who work there.

Instead of spending the millions of dollars going through a name change, shouldn’t they concentrate on fixing their real problems? Of course they’ll never admit that this change has anything to do with it. Give me a break. You don’t change the name of the world’s most popular and successful cable company because everyone loves it.

Comcast spokeswoman Jennifer Khoury was quoted in the Philadelphia Inquirer saying that this wasn’t about distancing from the Comcast brand. “This is about our product, she told the newspaper. “It is about providing our customers with products that just keep getting better.”

There are two things in marketing that I simply cannot stand. 1) Treating your customers like they’re stupid and 2) trashing your competition. Comcast does both quite well. Last year I wrote about Ally Bank and their renaming and distancing from the GMAC brand. Comcast isn’t the first and they aren’t alone in playing these games.

I’m curious to understand what the brand positioning is for Xfinity. Are they going to promote outstanding, uninterrupted service? Are they going to give off a friendly facade? What’s their gameplan? Are they starting over and building a better customer-oriented company? If so, then tell us, don’t hide behind a new name.