In the early 2000s, Comcast was one of the goliaths of the cable industry, but that was just the beginning of their ambition. Determined to compete in the rapidly growing B-to-B market for internet services and telecommunications, Comcast asked us to convince business owners and IT professionals that they were more than just the "Cable Guy." We created a new brand known as "Comcast Business Class" and then—based on the unique advantage of speed due to their leadership in fiber optics—we created a new kind of business for them that we called "Fast Business." Fast Business was about how Comcast's advantage of speed and agility, facilitated by their fiber optics, could enable a new era of David slaying the Goliaths of big business. In short order, Comcast Business Class grew from nothing to a $2-billion-a-year business.


Case Study