Comcast Business, a subsidiary of Comcast, has historically managed the sales, marketing, and delivery of internet, phone, and cable television services to business-level clients. Research indicated a significant challenge: low brand awareness among most business customers.

Project Focus and Strategy
The project centered on establishing the Comcast Business platform around the core message: Built for Business. We deliberately shifted the focus to the unique needs of business customers, recognizing they are distinct from Comcast’s legacy residential clientele. The strategy was to present the brand, develop products, and implement service models differently to help business customers achieve greater success. The message emphasized delivering better performance, better innovation, better service, and overall value.

Execution and Results
We developed and executed a comprehensive launch campaign to introduce the Comcast Business brand in former Time Warner Cable markets. The Built for Business campaign successfully launched in key markets, including New York, Los Angeles, San Diego, Austin, Dallas, Raleigh, and Charlotte.

Collaboration: Eddie Snyder