Cablevision drops Optimum brand from Lightpath service

Cablevision (NYSE: CVC) said it dropped the Optimum brand from its commercial phone and high-speed Internet subsidiary, which has returned to its original name: Lightpath.

Lightpath's new logo

Image source: Lightpath

Cablevision adopted the Optimum brand for its residential cable, phone and Internet services in the late 1990s, and it began calling its commercial business Optimum Lightpath in 2005. Dropping the Optimum brand from Lightpath could help Cablevision distinguish the commercial subsidiary's Ethernet-based services from its Optimum products. It could also help shield Lightpath from negative publicity that Cablevision sees from time to time from price increases, outages or the performance of its Optimum products.

"Our customers trust the Lightpath brand and know that they can count on us to deliver the innovative solutions that help them advance," Lightpath Senior VP of marketing and business development Julia McGrath said in Wednesday's announcement.

The Lightpath rebranding comes as Cablevision is increasing efforts to market the Optimum brand to residential subscribers in New York, New Jersey and Connecticut. It hired New York-based ad agency Mother to re-launch the Optimum brand in April. The MSO began running TV ads in September to tout its new slogan--"We're your TV, phone, and Internet company."

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