Monday, August 7, 2017

Is it Time for Your Association to Drop the Donuts?

When I was growing up, Dunkin' Donuts was the go-to place for… donuts. This week they announced they were testing the removal of “Donuts” from their name. This is an example of brand evolution. Dunkin’ has evolved from a donut shop into a competitor of Starbucks and others in the lucrative prepared coffee market. 

Brand evolution happens constantly, and not just in retail companies. Associations, nonprofits, and institutions see their priorities and membership change over time. They don’t represent the same issues — and people they did when they were founded 40 or 50 years ago. Savvy organizations recognize and embrace this, with rebranding that reflects who they are, and where they are headed. Others struggle with one foot shackled to outdated messages, names and imagery. 

Dunkin’s announcement isn't a radical change, or surprising. They are just identifying themselves as who they already are. 

Who are you? coffee? Or donuts?

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