Comments on: Bad Positioning? http://matchstic.com/blog/2010/07/bad-positioning/ Thoughts from a Brand Identity House Tue, 22 May 2012 19:11:07 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: austinklee http://matchstic.com/blog/2010/07/bad-positioning/comment-page-1/#comment-23667 austinklee Wed, 14 Jul 2010 12:32:03 +0000 http://matchstic.com/blog/?p=6576#comment-23667 The quick answer would be to pull a Comcast and change it up completely. However, Comcast really just changed clothes not a brand. One of the things that we at eyespeak tell our clients and I know Matchstic tells theirs is this: Brand is more than a new name and logo. Comcast and BP have a similar problem in my mind in that they both struggle to define their core business and make it the best product possible. Comcast has horrible customer service, horrible installation wait times, and horrible cable and internet service, while BP (as was indicated in this article) is not a green company, not an alternative energy company, and not focused on the environment. Until Comcast fixes their core offerings to work as intended and supplement them with good service their new branding is just a name change. BP should undergo a complete alteration of everything. Starting with owning up to who they are...not who they might want to be. The quick answer would be to pull a Comcast and change it up completely. However, Comcast really just changed clothes not a brand. One of the things that we at eyespeak tell our clients and I know Matchstic tells theirs is this: Brand is more than a new name and logo.

Comcast and BP have a similar problem in my mind in that they both struggle to define their core business and make it the best product possible.

Comcast has horrible customer service, horrible installation wait times, and horrible cable and internet service, while BP (as was indicated in this article) is not a green company, not an alternative energy company, and not focused on the environment.

Until Comcast fixes their core offerings to work as intended and supplement them with good service their new branding is just a name change.

BP should undergo a complete alteration of everything. Starting with owning up to who they are…not who they might want to be.

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