What's Not in a Name?

In today’s ultra-abbreviated, text message-directed world, shorter is synonymous with cooler. From common contractions to the most outlandish of acronyms, full-sized words no longer stand a chance.

As marketers take note of the public’s tendency to truncate its terminology, the names of many popular businesses have shed letters in response. Take, for instance, Kentucky Fried Chicken or the International House of Pancakes. There was a time when consumers had to wade through these mouthfuls just to get their hands on a cardboard bucket of chicken or a buttermilk short stack. The less cumbersome names KFC and IHOP not only reflect patrons’ preferences, but also help cast a younger, more modern glow on the companies.

McDonald’s has responded similarly, to a smaller degree, by referring to themselves as “Mickey D’s” in some advertising. Though the name change is unofficial, it is fueled by consumers’ popular vote. It’s a logical progression that will surely appeal to the company’s younger targets.

However, a name change has been known to backfire on a business, often when the move is made without the blessing of the consumer. Let’s take a look at UPS, who recently attempted to reinvent itself as “Brown” in advertising. Though certainly the most appropriate color choice, its use as a name does not create a very memorable impression of the already familiar, already abbreviated company.

Also flirting with this dilemma is beloved chain pizza parlor, Pizza Hut, who is currently test-marketing a switch to “The Hut.” The motivation for such a change can’t be to shorten the name. “The Hut” only subtracts two letters from the equation, but adds elements of ambiguity and inevitable confusion from franchise faithful. In the case of “The Hut,” hoards of text-enabled teens might be most attracted by lowered prices on their latest stuffed, oddly shaped or otherwise incongruous pies.

In short, the positive results are plenty when a trimmer, trendier business name is applied properly. Consumers feel involved, established companies maintain their relevance and to-go orders take much less time. But if we’ve learned anything from UPS and Pizza Hut, it’s that this process is most successful when started by consumers and driven by their words. Words like, “If it ain’t broke…”