Slashfood reports that Dunkin’ Donuts may ditch the “Donut” in their name:
Personally, I think that this would be a huge mistake on the part of the company. Over the years, they have built a successful brand that has a tremendous amount of name recognition. Not only does such a move reflect poorly on the perception of the intelligence of the customers, but it is just plain silly. Burger King has not dropped the “burger” from its name, despite the fact that it offers sandwiches and salads. And why not? Because they are most famous for their burgers, just like Dunkin’ Donuts is most famous for their donuts.
I dunno, this could free them up for the co-branding coup of the decade, “Donuts on a string”.
There is a really campy (at least I hope it’s campy) T.V. spot on the Dunkin’ site. The jingle begins, “Things are what I like to do. Doing things is what I like to do. Things are what I like to do…”
Via Gary Peare.
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