Recently, Dunkin’ Donuts announced that it was looking at dropping the ‘Donuts’ part of its name in selected stores in order to highlight there’s more to the brand than the products it’s synonymous with. Is that a smart move?
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Peter, a partner in a law firm in the Republic of Singapore who writes…
Naming and verbal identity is such an essential foundation of successful strategic brand development. What about changing the name of an established brand? The decision to change a well-known brand name should never be entered into lightly.
You can change a corporation name gradually – by phasing in new materials over a period of time. Or you can do it radically: Everything new and in place on one changeover date. Either way, you’ve got a lengthy list of materials to consider.
Names just don’t sit there. Names “do.” Names have action and energy. Sure, names identify a business or brand. But names also suggest certain types of action:
