Comcast Launches Marketing Campaign To Get Across What The Heck Xfinity Is

Comcast is a cable company. But what is Xfinity? Initially, we thought it sounded like a great name for a porn company, but it’s actually the brand name of the various products that Comcast offers. Of course, there’s XFINITY Internet. (Yes, they use all caps.) Cable television is XFINITY TV. Home security systems are XFINITY HOME. Phone service is called XFINITY Voice. Despite Comcast spending $640 million in the last two years advertising the brand, experts say that most consumers still don’t really understand what “Xfinity” represents. Their solution? More ads.

Instead of advertising just the offerings of the company’s cable TV or the blazing speed of its Internet connections, the idea of the new spots is to demonstrate how the different products from Comcast interconnect and work together. Here’s an Xfinity commercial that we found on YouTube that appears to be one of those new spots:

Building strong brands is important for cable companies as customers slowly come to realize that they have other, web-streaming options. Customers need to be aware of the brand, and then they need to not hate it.

“The industry is very focused on satisfying the current customer first. You want your current customers to be happy and come back again,” Comcast’s senior vice president of marketing communications told the Wall Street Journal. Well, we could have told you that.

Xfinity? Comcast Sets Out to Explain Bundled Service [Wall Street Journal] (Thanks, Wayne!)

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  1. KillerBee says:

    So they use all caps in print, but the logo is all lower case? That make perfect sense.

    • Chuft-Captain says:

      Even worse, they do it inconsistently. “XFINITY HOME” versus “XFINITY Voice”.

  2. PupJet says:

    Are they sure it’s really not a porn company in disguise?

  3. Rockfish says:

    So many people HATE Comcast with such a passion that they decided they had to change the name in an attempt to fool people. Many people have caught on to this, so they are advertising in a further attempt to pull the wool over people’s eyes.

  4. McRib wants to know if you've been saved by the Holy Clown says:

    What? That commercial made very little sense, except the last two seconds.
    Why not just air the last 2 seconds?

  5. do-it-myself says:

    xfinity=Comcast

    When they first introduced the name, I thought it was a complete replacement of the Comcast brand, but it wasn’t. If Comcast had a multitude of services with many names, this would make more sense, but they don’t. I can’t believe the charges of my bill are contributing to this waste!

  6. PunditGuy says:

    To Xfinity… and your wallet!

  7. Carlos Spicy Weiner says:

    I don’t know who was first, but AT&T came out with U-Verse so Comcast had to have their own “re-branding”. In today’s world, fancy marketing is everything!

  8. Quirk Sugarplum says:

    Obviously they need to use some exclamation marks. Lots of them. At least two after every word. Excitement! And maybe some of those classy diacritic thingies. You know, make it all exotic-like. Because that’s how you run a sucessful cable company, right there.

  9. kathygnome says:

    I agree, it’s a terrible name that sounds more like an erotica publisher, but leaving that aside, the big problem has been that Comcast wants to have their cake and eat it too. They either need to transition to the Xfinity name and stop using the Comcast one or they need to stay as Comcast. Trying to use both makes no sense whatsoever.

  10. incident-man stole my avatar says:

    They still cash my checks made out to Comcast

  11. NorthAlabama says:

    the xfinity brand only has value to comcast, not the consumer.

    comcast thought the re-branding would make customers aware that comcast finally got around to adding advanced services that other providers, namely fios/u-verse, and satellite’s hdtv channels, were using to bleed their customers away. comcast thought a fancy new name would win back a few defected consumers back, too, because the new name sounds nifty.

    as it turns out, the consumer doesn’t care what comcast calls it, they just want the services. only comcast sees the difference. rename the whole company, or drop the useless additional branding for the exact same services.

    the next time the competition starts clobbering you with a better product, don’t take so long to upgrade. and, how ’bout this…why not lead every now and then, and offer better services than the competition??? just a thought…

  12. shaman66 says:

    I love the double-speak.

    This moron said:
    “The industry is very focused on satisfying the current customer first. You want your current customers to be happy and come back again,” Comcast’s senior vice president of marketing communications told the Wall Street Journal.

    While at the same time, they bend over every customer possible with BS channel groupings that force you to spend a great deal more to get the few specialty channels you want. Yeah, that
    sounds like “focused on satisfying the current customer first”..

  13. BeelzeBob says:

    Someone suggested they change the company’s name to Xcrementy.

  14. LastError says:

    “The industry is very focused on satisfying the current customer first. You want your current customers to be happy and come back again,” Comcast’s senior vice president of marketing communications”

    I call MegaBS on this. All of Comcast’s advertising and focuses on getting people to switch TO Comcast or Xfinity with teaser pricing and promises that sound like gold. That is to say, the focus is on getting NEW customers, not satisfying the current ones.

    It must stink to be a Comcast customer and hear all the constant ads for how great and cheap it is -but only for new customers.

    I’m not a Comcast customer. A passing bigrig ripped the cable line off my house some years back and there hasn’t been a single day that I wished they’d come hook it back up. Now, I loathe DirecTV just fine. But they’re still better than Comcast.

  15. scottboone says:

    Consumerist sure has become a bit much of a news-passer-on-er versus providing any journalistic input. And just because the WSJ can’t seem to be bothered to do any research, doesn’t mean you should just pass along their tripe.

    Comcast is WELL aware of what ‘xfinity’ was all about, and anyone who does a bit of researching back to what was going on when the announced the “change” would easily uncover it: they were using it as a hedge against the Comcast/NBCUniversal merger, in the case that it was determined that Comcast needed to “rebrand” their cable holdings as part of the deal. Comcast was going to remain the “parent company” and “xfinity” was going to be the new name of the cable subsidiary. Especially since it was the first time since TimeWarner that a cable co (distribution) was buying up a content provider. Changing the name of the cable arm would also have had a secondary benefit of “fooling” customers by disassociating from the horrible reputation of the Comcast name.

    In the end, no such restrictions were put into place (bad for the consumer), and Comcast didn’t -really- follow through on their intentions. So you get a half-assed Comcrap/xfinity-and-beyond mashup.

    Jeez people, do some work. Journalism isn’t THAT hard.

  16. lovemypets00 - You'll need to forgive me, my social filter has cracked. says:

    When I first saw this Xfinity nonsense, I thought it was Infinity, as in Dunder Miffln Infinity from “The Office”. I must have been tired that day.

    Seriously, now there’s Comcast, Xfinity, and Streampix (or whatever they call it). Same companies, different names. I think they’re just trying to confuse people.

  17. 5spd says:

    I find the biggest failure of Xfinity is that they don’t know how to spell what they want to pronounce. Words that start with the letter ‘x’ start with a zee sound like xenon or an ex-zee sound like some pronounce Xavier.

    If Comcast wants a word to start with sound of the letter x they need to spell it Exfinity like in except or X-finity like in x-ray. Unfortunately, not only is their ego so large they can’t be bothered to provide reasonable customer service, they also can’t be bothered by the English language.

  18. KlausKinsky says:

    Xfinity just refers to the time it takes them to come fix it when the cable is down.

  19. Press1forDialTone says:

    Everyone calm down. Here’s the scoop.

    Many companies are not separating the names of their services
    from the -company- name. They do this for brand to service linkage
    independent who -owns and operates the services- Comcast doesn’t
    care what it’s name is, they could be Comturd for all they care, why?
    Because all of their services are linked to the word XFINITY -not-
    Comcast. This type of change is incredibly expensive and time-consuming
    for a large company to do. Many brand names that we use today used to
    be linked to a similarly named company, but when the -brand- was sold
    a new company name was involved. This type of transition is mucho easier
    to do if the brands are distinct from the company name. Another example
    (scary though it is), is that NBC and Universal are brands -owned- by Comcast
    now. Remember when that happened? So what Comcast is doing is raising our
    rates and spending that ginormous amount of money to get us to believe that
    XFINITY is really more important than the company name, all the while they tell
    us to dial 1-800-COM-CAST if we need to contact them. What can I tell ‘ya?

    • Press1forDialTone says:

      I meant to say “Many companies -are- separating” in the first line….sorry.