Why Changing Your Company’s Name Can Be an Operational Nightmare

Marketing chiefs of Dunkin', Jamba and WW reveal what really goes into a new corporate handle

original logos of kfc, ww, jamba, fedex, starbucks and dunkin on a wall
Some of the world's biggest brands have changed their names—usually by just shortening them. Illustration: Dianna McDougall; Source: Getty Images

Bob Purcell is a successful consultant, a Massachusetts transplant who’s quite happy to enjoy the year-round warmth of Southern California. But Purcell still vividly recalls his corporate days on the East Coast when, between 1986 and 1994, he was the chief marketer for Dunkin’ Donuts. And if you ask Purcell about his Dunkin’ Donuts days, he’ll tell you about a huge decision he almost made but ultimately didn’t: changing the brand’s name.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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