Why Weight Watchers’ Name Change Will Fail, But Dunkin’s Won’t

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By: Jake McKenzie CEO

Have you ever wondered what happens after a high-profile company changes their name? Weight Watchers recently announced their plans to change the name of the company to ā€œWW.ā€ While most people are aware of company name changes, they rarely follow to see how it affects the performance. If they did, they would learn that name changes are typically detrimental. See what our CEO, Jake McKenzie has to say about the psychological blunder behind company name changes in his recent article featured on Entrepreneur.