Dunkin’ Donuts has announced that it is dropping the ‘Donuts’ part of its name in selected stores in order to highlight there’s more to the brand than the products it’s synonymous with. But when you’re this well known, is changing your brand name a smart move?
It’s the next thing out of most people’s mouths the moment I tell them I work in marketing. They hate ads, there are too many of them, and who’s got time to watch television or read mainstream media these days anyway?
Once, it was easy to build brand trust. You used mass media to establish profile and credibility, you became a “household name” and that was pretty much it. No longer of course. The splintering of channels, new levels of transparency and increasing expectations from customers have made just ‘being’ a trusted brand almost impossible. Trust is now far from a given.