Up until recently, we knew the popular donut and coffee shop and Dunkin' Donuts. Established in 1950, it has not only become the main stop for anyone looking for a morning caffeine fix before a day of work, but a worldwide entity as well. This made it surprising when, back in September, they announced a big branding move. This is a move that had online marketing companies talking, and when you look at the details, it's not hard to see why.
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.
There are a few reasons why Dunkin' decided to change its iconic name, chief among them their offerings at their stores. Not only does it specialize in donuts, but it had become quite popular for its coffee and various other drinks. How many times have you come into work and saw at least one Dunkin' coffee cup on a coworker's desk? This is common, and it shows that Dunkin' is more than just a pastry shop.
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.
There are a few reasons why Dunkin' decided to change its iconic name, chief among them their offerings at their stores. Not only does it specialize in donuts, but it had become quite popular for its coffee and various other drinks. How many times have you come into work and saw at least one Dunkin' coffee cup on a coworker's desk? This is common, and it shows that Dunkin' is more than just a pastry shop.
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 would care to hire an online marketing company, go to fishbat for information.
No comments:
Post a Comment