The executives at Dunkin' Donuts are considering dropping the word "Donuts" from their sign, rechristening the popular chain "Dunkin'" to reflect their expanded offerings. They seem to feel that potential customers might be confused by the name, thinking that the shop offers only donuts.

Personally, I think that this would be a huge mistake on the part of the company. Over the years, they have built a successful brand that has a tremendous amount of name recognition. Not only does such a move reflect poorly on the perception of the intelligence of the customers, but it is just plain silly. Burger King has not dropped the "burger" from its name, despite the fact that it offers sandwiches and salads. And why not? Because they are most famous for their burgers, just like Dunkin' Donuts is most famous for their donuts.

Their new "America runs on Dunkin'" ad campaign might be a first attempt to see how people will respond to a shortened name.

Statistically, the most targeted group in marketing is 15-35 year old males.They often have a large chunk of disposable income and they are considered to be more likely to spend it than to save it. It makes sense that advertisers and television networks would want to have a portion of that income reach them. It does not make sense, however, to do with utter disregard for the population that is actually likely to watch your network or your programming.

According to Sara Moulton, when the new president of the Food Network came in she wanted to make the network appeal to that new target demographic with young, entertaining shows – not cooking programs. The obvious disconnect here is the fact that the network is called the Food Network; cooking shows are a logical component of the programming. Sara even said that a producer friend of hers was told "No chefs please, and nobody with training" when they were pitching show ideas.