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Rebrands That Shed the Excess Words and Vowels to Gain More: The Art of Simplification

shed excess words and vowels

In 2017, the world of sugary indulgence was forever altered. Dunkin' Donuts, purveyor of delectable rings of temptation, made a bold move - they dropped the "Donuts" from their name. One can only imagine the boardroom discussions that must have taken place, but the decision was made, and Dunkin' was born.

Fast forward to last year, and Ashley Furniture, home to cozy sofas and elegant dining sets, decided to slim down its moniker. From Ashley Home, it morphed into the simpler, catchier "Ashley." Apparently, the Ashley name had become so synonymous with home furniture that "Home" had become unnecessary.

In an era where Apple Computer Company had revolutionized tech with the sleek MAC desktop, it was evident that their future held more than just computers. They dropped the "Computer Company" faster than you can say "iMac."

It wasn't just Dunkin' and Apple; the trend was spreading like wildfire. Right Networks, a tech solutions provider for accounting professionals, became Rightworks. Even financial giant Charles Schwab decided to ditch the "Charles" and stick with the sleek and straightforward "Schwab."

Rebrands That Shed the Excess Words and Vowels

This trend of corporate slimming is no fluke; it's becoming a common sight in the American business landscape. When companies start, they often opt for descriptive names, eager to help consumers identify their category and industry. But as the world evolves and the customer base changes at warp speed, these brands need a facelift – something sleek, modern, and digitally versatile.

As our lives became increasingly intertwined with coffee culture and Dunkin's menu expanded from donuts to breakfast sandwiches, who would want to be anchored to a name that just screamed "Donuts" from the rooftops?

The solution, it seems, is simplicity. New companies today aren't burdened by the need to spell out their entire offering in their names. They embrace creativity. Lyft says, "Need a lift?" Uber is everything to everyone, and Twitter X...well, we're all still waiting to decode that one.

Simplicity is in our American DNA. If a name's too long, we abbreviate it. The University of Southern California becomes USC. Now, abbreviations might seem soulless; they're just a jumble of letters, right? But look around - associations, professional organizations, they all go by acronyms. Try to find a Gen Zer who knows that AT&T stands for "American Telegraph and Telephone" or that SPRINT started as "Southern Pacific Railroad Internal Networking Telephony." It sort of makes sense, doesn't it?

Back in 2012, RH, formerly known as Restoration Hardware, decided to trim down their name to its initials. The once-hardware-centric business was no longer about restoring or hardware. As CEO Gary Friedman noted, "Today's RH is a far cry from the hardware and nostalgic discovery item-based business it once was."

In the world of branding, a name should pack a punch. Take our client, for example - they loved their new name, "Bravanti," a mashup of "brave" and "avanti," an Italian expression for "onward" or "forward." It perfectly conveyed their unique position in the talent development field - igniting bold futures for their clients.

We're witnessing the rise of short, snappy brand names everywhere, and it's not by accident. This trend aligns with our desire for simpler graphic and logo designs. The tiny tiles on our smartphone screens don't allow much room for lengthy names. If you can fit one word, you're winning.

But maybe, just maybe, it's because we Americans are always trying to shed the extra baggage, whether it's excess weight, clutter in our homes, or anything that disrupts our pursuit of positive mental health. In a world that's ever-changing, sometimes it's the simpler things that stand out.

So, if you're thinking about a rebrand, remember the power of simplicity. In a world of excess, a little less can be so much more.


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