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.
This past September, Dunkin' Donuts formally announced that it would be changing its name to "Dunkin'," dropping the former term. When this change was announced, it seemed like the general public had mixed reactions. Some saw it as a bold shift, others regarded it as needless, and the rest saw it as a historic name being diminished. Regardless, there are reasons behind this change, which names such as fishbat.com can highlight.
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?
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.
This past September, Dunkin' Donuts formally announced that it would be changing its name to "Dunkin'," dropping the former term. When this change was announced, it seemed like the general public had mixed reactions. Some saw it as a bold shift, others regarded it as needless, and the rest saw it as a historic name being diminished. Regardless, there are reasons behind this change, which names such as fishbat.com can highlight.
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?
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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