Who should rename? Versus who’s waiting too long?

Posted on Apr 20, 2015

Domino’s (sensibly) dropped “Pizza” to rename. They had outgrown the category. They see their scope evolving beyond the narrowness of just-pizza, and shedding the baggage of the old identity both simplifies and enriches the brand. Who’s next? We recognize that it is a difficult and sometimes¬†perilous adventure to rename, but when legal action, a merger, […]

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