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  • John Zaher

Dunkin’ Donuts is now Dunkin’, but why?

As the law industry continues to evolve, maintaining relevance and growth within the industry is vital. Rebranding can be advantageous and transformative for a law firm competing with other firms with similar services. Although rebranding may appear as a risk, initiating change for growth can be a major step towards getting ahead. There are various ways a law firm can rebrand and numerous benefits that follow after a successful rebranding that is enforced correctly. Rebranding provides an opportunity to enhance client perception, expand a target audience, and align a firm with its growth objectives. Any type of business in general can benefit from rebranding, one example of this is Dunkin’ Donuts shortening its brand name to Dunkin’. Let’s delve into the reasons behind Dunkin’s switch.

Dunkin’ Donuts made the switch to Dunkin’ to emphasize a change in what their brand offers. Once known for mainly donuts, Dunkin’ was looking to change direction and focus on becoming a beverage-dominant brand. Dunkin’ enforced this transition by simplifying its menu and expanding the drink options. They now sell teas and other options of coffee that were not previously offered, including nitro and cold-brew coffee. Not only was the expansion of their drink selection a reason for a name switch, but as society leans more toward favoring convenience and simplicity, brands like Dunkin’ rebrand to appeal to future generations and align with a face-paced experience. Dunkin’ has now implemented more convenient ordering systems, demonstrating that they are now focusing on being an on-the-go brand.

Encouraging this new identity of a face-paced and simple brand, Dunkin’ Donuts rebranded to Dunkin’ because it was a shorter and easier name. This helps keep up with an evolving and modernizing society while competing against major competitors. Simplifying their name is Dunkin's attempt at portraying a more modern appearance. Although some consumers preferred the original name, this change reflects Dunkin’s new objectives and pushes consumers to embrace a change within their menu and consumer experience.

Rebranding can appear daunting, but Advocati can successfully help your law firm attain your goals for the future. For any reason for a new direction, rebranding can help portray the message you want your clients to see. Contact Advocati today to learn more about how your firm can benefit from rebranding.


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