Have you noticed that everyone seems to be changing their name lately? I mean, every time I turn around, Dunkin Donuts is now Dunkin and Weight Watchers is WW, Burger King is trying to slide in there with BK.
What’s going on? These brands that have been around for a long time and they are trying reinvent themselves. They think a shorter name makes them sound cooler and maybe a little bit hip.
Also, it allows them to shift focus away from some of their core products. For example Dunkin Donuts wants to talk about muffins and other healthy alternatives. And Weight Watchers watns to be known for more than boring diets and face to face meetings.
Can these brands get their customers to embrace the nickname? Only time will tell. Because at the end of the day, it doesn’t matter what you want to call yourself. It only matters what your customers want to call you.
about the marketing minute
Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.
Look for these mini bits of marketing inspiration every Sunday. Then come back and enjoy the longer interviews every Tuesday and Friday.