“When we formed Comcast Business in 2006,” Denice Hasty, the enterprise’s SVP/CMO recalls, “we realized we were seen as a residential cable company. But businesses wanted business-grade services.”
And simply dressing an old service up in new branding wouldn’t be enough: “Delivering real, business-grade services was important, but they also had to be reliable,” Hasty told delegates at the Association of National Advertisers’ (ANA) 2018 Masters of B2B Marketing conference.
For Comcast, that presented a challenge in that the reputation of its consumer service has been tarnished since the Comcast Business launch.
Witness:...