Comcast Ads

I was struck the other day by what by my count is the 3rd ad campaign run by Comcast Communications targeted to consumers. First, they have the comcast cable package commercials with the black backgrounds and colorful letters where they promote the low introductory rates for the first three months of service in their Triple Play. Second, they have the long series of turtle commercials dealing specifically with Comcast High Speed Internet. Finally, the third strategy I saw this past couple weeks is a classic customer interview talking about Comcast's home phone service affordability.

My first observation is that it is odd that one company is promoting its products in completely different executions. There's a humor ad, a price sensitive ad and a product package ad but all in different themes, tones and communcation objectives. I wonder what the effect this is on Comcast's brand equity in this and whether it is confusing to consumers. I think it is difficult to be all things to all consumers as Comcast seems to be trying to do. The messages aren't necessarily contradictory, but it doesn't leave a consistent feel for the essence of the brand. One explanation could be that they are targeting two different audiences, one that wants a one-stop shop for cable/phone/internet and another that is dedicated to satellite television and may still need internet and phone services. However, I still think they could develop an over-arching campaign that encompasses all the things Comcast is about.

I also feel that the commercials are not building a strong brand identity based on the emotional and cultural techniques we've discussed in class. The commercials are very much functionality based and not about the experience of communications services. The turtle commercials even focus on a negative part of internet service when it doesn't perform.

My hunch is that due to their relative market dominance, they are not suffering from the side effects of this. However, my discussions with Comcast customers and my own experience with Comcast seem to reveal relatively negative feelings toward the company. My parents have service interruption all the time, people my own age seem to resent the introductory rates that quickly rise substantially after the initial few billings and they are viewed with resentment as enjoying almost monopoly status in communities. If a culturally and emotionally savvy company is able to compete with them, I think they will be in big trouble in the market.