Innovation often comes from unexpected places, as the saying goes. This time this unexpected place is Comcast, one of the not exactly most beloved brands in America. If you have any doubts about this, just google "Comcast hate" and compare the number of results it with "Comcast love."
Regardless of the quality of the service it provides or what we thinking about it, Comcast has done something really forward-thinking. It partnered with notorious Khan Academy to bring free education to those who can barely afford cable service. Comcast’s minimum offering called Internet Essentials, priced at $10, is now equipped with access to Khan Academy.
This is a good brand move. First, it expands both of the brands’ markets. Second, it’s responding to a real customer need. Third, it shows a combination of the old and new technological, educational, economic and cultural establishment.
Partnerships like this should become part of every brand’s marketing playbook, and of every agencies’ creative problem-solving toolkit.