How do you make a major new brand without having to create a new service or product? Ask Comcast.
After years of successful growth for Comcast's On Demand service, the Philadelphia-based cable giant decided to give its popular service a new identity, rebranding it as "Channel 1". All of a sudden, comcast channels are full of commercials for "ch1", and the site even has a new, Flash-based, video-filled website at http://www.comcastch1.com/
The thing that's so beautiful about this is that Comcast didn't have to develop anything new in the actual service offering. They already had a great product that had a pretty bland identity (and frankly, I could never remember if it was "OnDemand" or "InDemand"). By simply rebranding it, they have managed to breathe new life into the offering. Plus, they made it easier for people to remember how to get to the service (just punch in channel 1 on the remote control).
Are there other companies with "sleeper brands" out there that just need a new face to reinvigorate them? Probably. As I find them, I'll mention them here.
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