This week, I’ve been talking about Krispy Kreme, but no doughnut conversation is complete without mentioning Dunkin’ Donuts.

Dunkin’ has around 25% market share in the U.S. coffee industry and is sought after more for the coffee that’s not mentioned in its brand name than for the doughnuts that are.

Realizing the disconnect between its brand name and its coffee-market share, Dunkin’ Donuts changed its name to Dunkin’ with the excuse that it’s now on a first-name basis with America. 

But in between that branding leap, Dunkin’ also made another branding tweak when it changed its tagline to ‘Coffee & More’ (as shown in the image below). 

Apple Computers changed its name to Apple when it realized that it wasn’t going to be selling just computers.

Starbucks Coffee became Starbucks when it realized that it was going to sell more than just coffee.

Most brands begin by branding themselves around what they sell until they realize that their product line has grown beyond their brand name.