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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...
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...
...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.' " (See TIME's Tech Buyer's Guide...
...object of all of that attention was Fiorina's fiercely negative message: that Campbell, the front runner in the polls for the GOP nomination, was not a true fiscal conservative. Rather, he was a wolf in sheep's clothing, a "fiscal conservative in name only." The Campbell campaign responded by deploying its new-media consultant, Mindy Finn, on Twitter to try to direct the viral buzz. "If the GOP has any hope of taking back the senate it won't be by accusing each other of being #demonsheep," she wrote in one post, having already rated the spot a "marketing...
...million in the weeks leading up to the vote, compared with Coakley's 51,000 views. And his social-media presence generated 10 times more Facebook fan-page interactions than Coakley's, according to a study released by the Emerging Media Research Council. As a result, Brown's name recognition zoomed in the closing days of the race, to 95% in a Jan. 14 survey from 51% in a Nov. 12 survey by Suffolk University...