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.
Back in September, Dunkin' Donuts announced that it would be shortening its name to simply "Dunkin'." Given the fact that the former name had been established for decades, one might look at this as a needless shift. However, according to companies like fishbat, it might actually have a greater impact than most would think. A name change is surface level, many would argue, but the company had been changing for quite some time.
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?
The name change can also be viewed as a byproduct of the changing business world. The biggest brands in the world tend to be short in name, which makes sense, as this makes them easier to remember. Apple, for example, is instantly recognizable. The same can be said for Target, one of the biggest retailers in the world. Dunkin's name change seemingly follows suit. It will become more current, not to mention more recognizable, to the world at large.
As you can see, Dunkin's name change goes beyond surface level, especially when other aspects of their branding will remain intact. Do you think that this change would be so positively received if, for example, it changed its color scheme from the recognizable pink and orange tandem? What if the font itself was changed altogether? Dunkin' is a recognizable name, to say the least, but this change will help it remain more contemporary.
Back in September, Dunkin' Donuts announced that it would be shortening its name to simply "Dunkin'." Given the fact that the former name had been established for decades, one might look at this as a needless shift. However, according to companies like fishbat, it might actually have a greater impact than most would think. A name change is surface level, many would argue, but the company had been changing for quite some time.
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?
The name change can also be viewed as a byproduct of the changing business world. The biggest brands in the world tend to be short in name, which makes sense, as this makes them easier to remember. Apple, for example, is instantly recognizable. The same can be said for Target, one of the biggest retailers in the world. Dunkin's name change seemingly follows suit. It will become more current, not to mention more recognizable, to the world at large.
As you can see, Dunkin's name change goes beyond surface level, especially when other aspects of their branding will remain intact. Do you think that this change would be so positively received if, for example, it changed its color scheme from the recognizable pink and orange tandem? What if the font itself was changed altogether? Dunkin' is a recognizable name, to say the least, but this change will help it remain more contemporary.
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If you'd care to employ an online marketing company, go to fishbat for details.. Also published at Why Online Marketing Companies Are Talking About Dunkin'.
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