Dunkin’ Donuts is no more.
The US fast food brand has dropped ‘Donuts’ from its name, and it will now be called simply Dunkin’.
It’s the latest example of brands shortening their names, after Weight Watchers shrank to WW.
Branding expert Jill Brinsdon told Larry Williams name changes work as long as a company makes other changes too.
"If its just lipstick, you've lost the customer well and truly."Â
She says that without evidence of something new to offer, the company risks losing loyal customers.
LISTEN TO JILL BRINSDON TALK WITH LARRY WILLIAMS ABOVE
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