Case Study

Case Study: Comcast Organic Branding Hit

Online Buzz Enabled High Margins In A Commodity Market

February 15th, 2008
KQ
Kim Le Quoc
With contributors:
Jaap Favier , Sally Cohen , Alice Bresciani

Summary

In 2006, Comcast, the largest Internet service provider (ISP) in the US market, launched its first organic branding initiative. The immediate post campaign results translated into greater customer affinity with the Comcast brand and significant increase in new broadband subscribers at premium rates. When a negative buzz around customer service threatened to wipe out the results, Comcast executives made the right move by engaging dissatisfied influential online users in a dialogue.

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