February 2019 | Spencer Brenneman, LLC

February 2019

Changing a Name Brand. A name brand you recognize decides to change their name. The world is shocked, right? Dunkin’ Donuts goes to just Dunkin’. Weight Watchers goes to just ‘WW.’ Kentucky Fried Chicken is just ‘KFC.’ Well, annoyances aside, changing a company name can be a smart move, if aligned with the brand strategy. Changing a name brand in a vacuum is never a good idea, and the result will be a piecemeal company with glaring inconsistencies.   Real World Examples. Take the above example. Dunkin’ Donuts changing their name just to Dunkin’. When this move happened, I saw numerous comments on the internet about how stupid this was. How this would be regarded as one of the biggest branding blunders in history. [tweetshare tweet="Changing

You know the feeling. You’ve just left another meeting where there’s a half-hearted agreement about a course of action that, much like those before it, will either never come to fruition or if it does, it will simply fail. It doesn’t matter what, really. A marketing campaign, a client retention effort, or a new way to build morale. Deep down, everyone knows that it won’t work, but it’s better than doing nothing at all. When Groundhog Day happens every day, you have a problem and we are willing to wager the problem lies with your brand strategy. After all, the brand strategy has one goal: nurture and protect the relationships you have with those most important to your success. Namely,