Cox Takes ‘Digital’ to the ‘Max’

Cox Communications Inc. unveiled its new brand icon this week.

“Digital Max” will become the new unifying voice, face and personality for Cox's existing brand promise, "Your Friend in the Digital Age," the MSO said Wednesday.

Cox described Digital Max -- developed in partnership with the company's general agency, Doner -- as a digitally animated 3-D character who lives in the real world, interacting with Cox's customers and enjoying its services.

“Max is always in the know about new digital products and services and loves to tell his friends and neighbors how easy it is to get connected,” Cox said.

“Digital Max is our new voice in an increasingly crowded competitive arena in which the choices and messages in the marketplace have become nearly dizzying to consumers," Cox director of marketing communications and branding Dena Malsom said in a prepared statement.

"As we experience an explosion in digital entertainment and online capabilities, Max will help us to simplify the message and connect with our customers in a memorable and often amusing way,” she added.