So… how do you overcome negative public perception and customer service issues that won’t seem to go away? Fix the root of the problem? No. You re-brand yourself of course! Today, Comcast announced that the company name will stay the same; however the services have been renamed to… XFINITY? Yes, XFINITY. Starting next week, Comcast will be rolling out the new name in 12 major markets. Comcast customers of Boston, Philadelphia, Baltimore, Washington D.C., Chicago, Portland, Seattle, Hartford, Augusta, Chattanooga, and San Francisco, you are now XFINITY Internet, XFINITY Cable, and/or XFINITY voice customers. XFINITY…sort of rolls off the tongue… wait, actually, no it doesn’t. Here is the corporate justification for the move: “XFINITY is about offering our customers more — more HD, more speed, more choice and more control over their services.” We would love to see Comcast improve their services and stop spending money on fighting net neutrality and changing all of the logos on their letterhead, but hey, that’s just us.