Whenever a big name company rolls out a rebrand it’s kind of like Christmas for us. We love to break it down, pick it apart and debate internally about their process and if we think it was a good idea or not. We had the chance to do that recently when Dunkin’ dropped the “donuts” from their name and rolled out their “store of the future.”
Ultimately, we were all in agreement that it was a nice move for a company who is making efforts to change their business model and appeal to a new type of crowd. This also brought us to consider the big question: when is the right time for a rebrand?
There are plenty of reasons to take the risk, but there are far more reasons not to. Let’s explore.