One little word can make a huge difference in the way a brand name is marketed and perceived. There's more to this than just cosmetics: A new brand identity could mean more signage, labels and products that represent the modern face of a business properly. It becomes a big question when a word present in the company's name refers to one specific product that this company may not want to emphasize as much.
This month, Domino's Pizza has announced that it will undergo this kind of brand change, and is attempting to involve customers in the redesign through a sort of promotion. It now is going simply by the name "Domino's," and has offered possible prizes for anyone who can post a photo of an establishment with one of the old signs on Instagram.
While this is reportedly intended mainly to make sure the new name is successfully adopted at Domino's locations across the country, it's also a way for the company to force customers to acknowledge the change. They've even called participants "logo informants" and advertised the promotion on spy-like page.
In a blog post on this campaign, Melanie Addington of PMQ Pizza Magazine criticized the chain's tactics for moving too fast. She says that an initiative like this would be better if the various franchises around the country could be guaranteed to have the same name ahead of time.
"Honestly, while they may do more than pizza, let's not fool customers into thinking pizza is just one small part of your business now," she writes. "Not when you are sending mixed messages of creating new stores that are redesigned just so people can watch 'pizza theater' or the making of the pizza."
With custom screen printing to match their latest marketing effort, brands can create pieces of marketing that are highly informative and use the correct name to reflect their business objective.