What is it with companies trying to reinvent themselves superficially by changing their name (or rather shortening it) to something that immediately conjures up a negative association? It’s risky from a branding perspective.
Pizza Hut, à la Radio Shack wanted to be referred to as “The Hut” because they intended on selling more than just pizza. Hadn’t they always offered a side dish of muffin-top and diabetes on the side? Despite the fact that the name change was prompted by a need to improve their image, shortening it to A crude or makeshift dwelling or shelter; a shack. just doesn’t make me like the place anymore than before. Pizza Hut has since dismissed rumors of a name change but still developed marketing campaigns around “The Hut” as a “way to tie the company more closely to the younger, texting generation”. I’m sorry, what? As a youngster myself, I find that insulting. If they really wanted to appeal to a younger generation, they should hire some fresh young blood in the company who understand what that generation would be responsive to. Assuming that young people will respond favorably or sway toward your brand because you developed a short (and unappealing) name and because they love to text on their cell phones is just an example of poor market research.
Radio Shack is guilty of the same, although they are actually going forward with the name change in an attempt to modernize their image. I couldn’t have said it better than, my favorite, Bill Maher:
Stop trying to make Radio Shack cool. Radio Shack, the shopping destination for people too socially awkward for Best Buy, is changing its name to The Shack. Maybe they’ll be like Abercrombie & Fitch, and have a shirtless guy standing in the doorway holding a surge protector.
Amen.
On another note, I just had the best pizza in Paris… real, authentic Italian pizza, with super thin crust made with 4 different types of flour, fresh ingredients and owners that refuse to put an egg on top of the pie (appalling French adaptation of an Italian masterpiece). Their fresh panini’s will certainly bring me back for another visit. And I don’t mean the crappy panini’s you get in hole-in-the-wall sandwhich shops in Saint Michel. Venture out into the city a little more, people.
Caldo Freddo – 34 rue Montorgueil – 75001
I'm sorry, but I had to enter a comment. When I found your blog, and instantly fell in love with your writing, I was determined to finish reading all the posts and then leave a comment. BUT, you're just too funny and clever, witty and honest to Not say something. Lucky for me, I live on my own, otherwise, I may have caused some concern for any roommates with my laughing out loud whilst reading your posts (or dare I say, LOL?). If I were in Paris, I'd fearlessly ask you to be my friend already.
Ms. A, you just made my day. I haven't received a compliment like that… well ever! Thank you so much! I'm so glad you like this little blog! You are so sweet. Where are you reading from?
If you ever come to Paris, we'll grab coffee and chat!
Hello Lindsey! Thank you for responding! I'm reading from Portland, Oregon. I'm still dreaming of coming to Paris one day, but when I do, I would be so delighted to grab a coffee and chat with you. It was an unusually clear and sunny day here in Portland, and I hope it was for you in Paris as well! Take good care, and thank you again for your response (I couldn't believe it!). Have a great week 🙂