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Innovation

Comcast changing its name to Xfinity for cable, Internet, phone services

Here's a curious case of rebranding. Comcast is probably the best known cable company in the country, but that isn't always the best thing apparently.
Written by Sean Portnoy, Contributor on

Here's a curious case of rebranding. Comcast is probably the best known cable company in the country, but that isn't always the best thing apparently. That must explain why the megacorp is changing its name to Xfinity, at least for its cable, high-speed Internet and phone services and products.

Gizmodo is already cracking the requisite smart-ass jokes about the new name (from the choice of moniker to Comcast's, er, Xfinity's checkered customer support). Whether the impressions associated with the old name are negative or not, it's a bit of a risk to surrender a very well-known brand in the hopes of sounding like a new, cutting-edge player in the game. (Check out xfinity.com for the company's "sky-high" view of the new name.) The next question is if "Comcast" will go away completely once its merger with NBC Universal is completed.

Is Comcast's decision to rebrand part of itself a wise move given some of the negativity surrounding the company? Let us know your thoughts in our TalkBack section.

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