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?
Not only is Dunkin's name change reflective of its offerings, but the current landscape in the business world. To be more specific, it's important to note that the biggest brands in the world don't have overly long names. They are catchy, which makes them recognizable to people, regardless of their interests. A few examples of this would be Amazon, Apple and Target. These are names that people know, partially because of how easy they are to remember, so it would make sense for Dunkin' to follow suit.
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.
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?
Not only is Dunkin's name change reflective of its offerings, but the current landscape in the business world. To be more specific, it's important to note that the biggest brands in the world don't have overly long names. They are catchy, which makes them recognizable to people, regardless of their interests. A few examples of this would be Amazon, Apple and Target. These are names that people know, partially because of how easy they are to remember, so it would make sense for Dunkin' to follow suit.
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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