Any online marketing company will tell you that rebranding comes with a level of risk. This is especially true for brands that have been around for decades, one of the most recognizable being Dunkin' Donuts. It, too, had gone through a noticeable rebranding cycle this past September. With the following information in mind, you'll have a better understanding of the change in question and the long-term impact that it could have.
For those that haven't been keeping up with the news, Dunkin' Donuts announced, in September, that it would be changing its iconic name. Since then, it had been referred to simply as "Dunkin'." For many people, this change is egregious, as they may not think that something so iconic should be changed. Others may regard it as a waste of time. However, it's a significant change, which the likes of fishbat.com will be able to attest.
For those that feel like Dunkin's name change was unneeded, keep in mind that it isn't solely a donut-focused company anymore. In fact, Dunkin' had become just as popular for its bevy of drinks as well. Everything from their coffees to their lattes to their hot chocolates are enjoyed by people around the world. Why should the name of the company be so closely associated with donuts when they offer much more?
Dunkin's name change can also be seen as the company changing with the times. It's worth noting that the most recognizable brands in the world keep things short, as far as their names are concerned. Ask yourself which brand one would easily remember: "Steve's Cellphone and Computer Shop" or "Apple?" This is just one example, of course, but it speaks volumes about the importance of names from a branding standpoint.
For those that have been skeptical about the Dunkin' name change, understand that it was done for a number of reasons. It wasn't simply carried out because the company wanted to change its name on a whim. One of the biggest challenges in business, especially for companies that have been around for long periods of time, is staying relevant. It can be argued, then, that Dunkin's shorter name was established to help make the brand more contemporary.
For those that haven't been keeping up with the news, Dunkin' Donuts announced, in September, that it would be changing its iconic name. Since then, it had been referred to simply as "Dunkin'." For many people, this change is egregious, as they may not think that something so iconic should be changed. Others may regard it as a waste of time. However, it's a significant change, which the likes of fishbat.com will be able to attest.
For those that feel like Dunkin's name change was unneeded, keep in mind that it isn't solely a donut-focused company anymore. In fact, Dunkin' had become just as popular for its bevy of drinks as well. Everything from their coffees to their lattes to their hot chocolates are enjoyed by people around the world. Why should the name of the company be so closely associated with donuts when they offer much more?
Dunkin's name change can also be seen as the company changing with the times. It's worth noting that the most recognizable brands in the world keep things short, as far as their names are concerned. Ask yourself which brand one would easily remember: "Steve's Cellphone and Computer Shop" or "Apple?" This is just one example, of course, but it speaks volumes about the importance of names from a branding standpoint.
For those that have been skeptical about the Dunkin' name change, understand that it was done for a number of reasons. It wasn't simply carried out because the company wanted to change its name on a whim. One of the biggest challenges in business, especially for companies that have been around for long periods of time, is staying relevant. It can be argued, then, that Dunkin's shorter name was established to help make the brand more contemporary.
About the Author:
If you'd care to employ an online marketing company, visit fishbat for information.. Also published at Why Online Marketing Companies Are Talking About Dunkin'.
No comments :
Post a Comment