If your reputation precedes you, a virtual makeover with a quick name change may be all a company can do to help smooth customers’ ennui about the news one cable company they heard wasn’t very good was taking over for the one they hate with a passion. After all, joining a new family isn’t necessarily good news if their last name happens to be Frankenstein, bin Laden, or Manson.

Charter Communications began running commercials this week on Time Warner Cable and Bright House Networks cable systems “welcoming” customers to the Charter family. Except the Charter logo was nowhere to be found. Like Comcast’s virtual image makeover effort/attempt with its XFINITY brand, Charter is hoping for a “reset” with customers who have heard bad things about Charter from their relatives by using its “Spectrum” brand instead. That logo is expected to appear on cable trucks, billboards, billing statements, and television spots.

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Charter Communications has completed the transactions with Time Warner Cable and Bright House Networks, and soon you’ll get to know us by the name, Spectrum. We are proud to be the fastest growing TV, Internet, and Voice provider in the United States and are committed to bringing you the most advanced products and services for your home and business.

Exciting changes are in the works, but for now, Time Warner Cable, Bright House Networks and Charter Spectrum will continue offering their current suite of services to customers in their markets. In the coming months you’ll hear more from us as it relates to network, product and service improvements. Whether it is new ways to enjoy more shows with unrivaled picture quality, better service, or faster internet speeds, we cannot wait to show you what’s next. (1:04)

We offer three facts to ponder:

Charter’s Internet speeds are not any faster than what a Time Warner Cable Maxx customer can buy today — up to 300Mbps. Charter “Spectrum” tops out at 100Mbps in most of its markets.

Charter may consider its service “unrivaled,” but customers don’t, rating it only a mouse whisker better than Time Warner Cable.

Many customers of both Time Warner and Bright House are indeed concerned with what Charter has in store for them, particularly after conditions preserving cap-free Internet expire.