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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