- Sometimes, companies rebrand when they feel like they need a refresh.
- Often, these rebrands are successful.
- Other times, fans get really heated about the changes, like when Dunkin' Donuts dropped the "Donuts" from its name, and Weight Watchers decided to become WW.
When done right, a company rebrand can inspire new fans and increase sales. However, with change often comes backlash.
Fans freaked out over Dunkin' Donuts' decision to drop the "Donuts" from its name, and complained when Weight Watchers changed its name to simply WW.
Only time will tell if these rebrands were a success, or whether the companies would have been better off doing nothing.
Keep scrolling to see some of the most controversial rebrands of 2018.
Weight Watchers changed its name to WW.
Weight Watchers has been around since 1963, and is one of the most famous weight loss programs in the country. It has even been backed by Oprah, who is a member of the company's board and owns a stake in it.
In September, Weight Watchers rebranded itself as WW in an effort to focus on overall health as opposed to just weight loss. While some people liked the changes that came with the rebrand, such as the WellnessWins reward system, critics felt that the change did not go far enough to pivot the brand from weight-loss to wellness.
Dunkin Donuts is now just Dunkin'.
Dunkin' Donuts has been a beloved doughnut institution since 1950, but people freaked out about its recent rebrand.
In September, it announced that it would change its name from Dunkin' Donuts to just name to Dunkin'. Many didn't know what to think.
Some were outraged, while others thought it was stupid. However, the main consensus seems to be that it was just unnecessary.
It has led to some hilarious Twitter reactions, though.
Celine dropped the accent from its name.
The French luxury goods brand Celine has been producing high-end clothes and accessories since 1945. Their recent decision to remove the accent from their name (formerly Céline) has been wildly unpopular among its fans.
The decision was made when new creative director Hedi Slimane took over, and were seen as a nod to Celine's '60s collections, which didn't use the accent. However, the internet remains very divided over the move. Per Who What Wear,some fans felt "shocked, angry, and betrayed."
See the rest of the story at Business Insider