Comcast Business was and is a massive growth center for Comcast. But it needed a new platform to truly brand the business—and to focus the messaging.
"The brand was diluted"
When I came on board, the advertising lacked cohesiveness. The brand was diluted; as previous positioning was much too complicated interpret. There was confusion in the market place as to how Comcast Business related to Comcast and Xfinity. The lines were blurred both externally and internally.
Working with Ogilvy —a big idea came to life—and we realized that our message was a simple one—transform the acronym for B2B into B4B—Built for Business.
Comcast Business B4B has unified the creative and messaging we now produce. From a strategic perspective, all of our communications are now aligned under this platform. Our language and imagery pay off the strategy across all media. Internally, the campaign has anchored the teams to a trusted brand and identity.
"Comcast Business B4B has unified the creative and messaging we now produce."
The core principle for our internal teams has evolved—we now say with certainty that we are “Built for Business.” And we need to deliver this message to our business customers every day. Employees now wear our logo proudly on shirts, sign our commitment wall when they join and feel that they are part of something bigger.