Insights With Trent Munday

Many will tell you that, as a new brand, you need to have a narrow focus. It helps you as the brand to not spread your resources too thin and it also helps the market better understand who you are and what you do. Part of that is your brand name. The more literal it is, the easier it is to communicate what you do and what you stand for. But what happens when you decide to change direction or to expand into other areas outside your initial focus. At times like this, a literal brand name may just be a liability. Just look at what's happening over at Dunkin' Donuts - now called simply Dunkin' #brandname #branding #brandstrategy