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Why Time Warner Cable Shouldn’t Get to Wear the Brand Name
By: Cindy Wendland
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Time Warner Cable is a telecommunications company that operates in 29 states. They offer phone, cable, and Internet service. In 2009 they were spun off from their parent Time Warner, a media and entertainment company, but continue to license the brand name.

Many customers refer to Time Warner Cable as Time Warner, when in fact they are separate entities. Does it hurt Time Warner to have the business actions of Time Warner Cable associated with them?

Time Warner Cable is in talks with Apple to provide content for Apple TV. The premise of this partnership is to do what you do well and partner with those who do what you don’t. In this situation, the content would come through Apple’s equipment. This deal is exciting and positive for Time Warner Cable and impacts positively on Time Warner.

Where Time Warner Cable is not so exciting is in the area of customer service. If their cable or internet service is cancelled, the customer is responsible for bringing back to a store the modem, router, remotes and any equipment that was installed by Time Warner Cable. (In comparison, Dish Network ships an empty box complete with detailed instructions as to the equipment that needs to be returned. Simple, easy, done.)

When a customer arrives at the Time Warner Cable store with all their equipment, expect a long wait due to long lines. This wait is all to return equipment for a service that is no longer wanted. The chances of getting a customer back in this scenario are low. First, there was a reason the service was cancelled, so one negative instance. Second, to end the service, more work is required on the part of the customer, a second X.

In this age of companies striving to enhance the consumer experience, Time Warner Cable does a disservice to the name of Time Warner. Maybe the brand name license shouldn’t be renewed.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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