Using marketing tools to create, implement and build your brand perception.

Why Change A Brand Name

Why Change A Brand Name?

Do you know what brand name changes mean?

Dunkin’ Donuts recently announced it will be shortening its name by dropping the word ‘Donuts’.

Dunkin Donuts

Dunkin’ Donuts name has a strong brand personality. We’ve been trained to know what to expect from the brand by the way it identifies itself. It has meaning to us as consumers and is widely recognized. Why would they consider changing what others work so hard to achieve? They are currently the undisputed leader of the donut industry with a more than 60% market share, and a presence that runs to 11,300 restaurants globally.

Historically….

Successful brand name changes infographic

Changes made to a brand name usually predict that things will not be the same as they were. By changing the name, companies hope to convey their transformation and focus. Often that desire for a renewed image is an effort to breathe life into a damaged brand.

When?

When might a brand consider changing its name? When there is a change in strategic focus or the name change will enhance meaning and value in the minds of consumers.

Why?

Does ‘Dunkin’’, as a name, carry greater value than Dunkin’ Donuts? Is it just a result of current trends to use shorter names and/or acronyms.

Does it bring greater resonance to the consumer brand market where it has become more and more difficult to stand out?

And then, there is always this most important question remaining. Will consumers embrace it?

Is Dunkin’ Donuts unknowingly placing doubt in consumer’s minds because now they will be driven to determine whether the product is the same or has something about it changed? The perception in consumer’s minds becomes; what will we get from the Dunkin’ brand that we don’t already get now from Dunkin’ Donuts?

Would Dunkin’ Donuts change something if there wasn’t some sort of problem? Or… could this possibly be an agency’s strategy to generate a ton of work!

Santa Brand

Branding at its best…The Santa Brand

There are many different spiritual beliefs that have become part of the holiday season. Of the many seasonal icons that exist, the imaginary one that remains the strongest, most fun and most playful is the belief in Santa Claus. Let’s just pretend for a minute.

We have posted this in years past, so please excuse us for pulling it out of our sack again!

All in fun, we share with you… The Santa Brand.

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4 Ways To Tell Your Brand’s Story Visually

Branding is about making an emotional connection with your customers, right? So it makes sense that storytelling, if created “brand appropriately”, can be one of the most powerful tools in humanizing your business. It is also the perfect opportunity for you to visually brand!

Here are 4 ways to help tell your brand’s story….

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