When you think about donut shops around the world, one of the most recognizable would be Dunkin' Donuts. In fact, it had become such a mainstay in American and worldwide culture that no one would fathom the brand changing. However, this past September, it became a reality with a simple name change. For a better understanding of what this entailed, as well as how it can change the business moving forward, here are some observations by an online marketing company.
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.
One of the reasons why Dunkin's name change is significant is the products that the restaurant offers. While donuts might be what most people think of, the majority of adults step inside so that they can get their drinks. To be more specific, they enjoy the coffee, which comes in an array of flavors. In fact, the coffee in question has become so popular that people can buy it in stores. Why should Dunkin' focus so much on donuts when its beverages are arguably just as popular?
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.
To say that Dunkin's name change received attention would be an understatement, both positive and negative, but it's easy to see why it was done. It's a brand that needed a change, albeit a slight one. It also doesn't hurt that most people, at least in America, already referred to the restaurant as "Dunkin'" in casual conversation. Furthermore, the majority of the company's branding will remain the same, from its recognizable typeface to its iconic pink and orange color scheme.
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.
One of the reasons why Dunkin's name change is significant is the products that the restaurant offers. While donuts might be what most people think of, the majority of adults step inside so that they can get their drinks. To be more specific, they enjoy the coffee, which comes in an array of flavors. In fact, the coffee in question has become so popular that people can buy it in stores. Why should Dunkin' focus so much on donuts when its beverages are arguably just as popular?
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.
To say that Dunkin's name change received attention would be an understatement, both positive and negative, but it's easy to see why it was done. It's a brand that needed a change, albeit a slight one. It also doesn't hurt that most people, at least in America, already referred to the restaurant as "Dunkin'" in casual conversation. Furthermore, the majority of the company's branding will remain the same, from its recognizable typeface to its iconic pink and orange color scheme.
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If you would care to employ an online marketing company, go to fishbat for details.. Unique version for reprint here: Dunkin's Branding Move Observed By Online Marketing Company.
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