What. A. Week. For company name changes. First, Weight Watchers announced it's changing its name to simply WW. The idea is to move away from an association with an old cultural value system that prized losing weight for its own sake — without concern for overall health and wellness.
And now Dunkin' Donuts is making a rather radical shift of its own to keep up with the times: After months of teasing the possibility, Dunkin' Brands announced it would finally be striking the word "donuts" from all of its branding, including its logo. The move to use the name "Dunkin" alone is set for January.
The company has been going with the tagline "America Runs on Dunkin'" since 2006 — no mention of donuts — and their research showed customers were into it.
Why the change? With so much competition in the marketplace, Dunkin' wanted to be associated with more than just donuts — but for its beverages, and the speed and convenience with which customers can get them.
"By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin', both in and outside our stores," chief marketing officer Tony Weisman said in a statement.
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