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The name ‘tronc’ has marketing experts just as confused as those in journalism

New York Times

Tribune Publishing’s new name tronc (short for Tribune online content) has marketing experts confused too, Martha C. White writes. Branding expert Rob Frankel says “The renaming thing blows up way more often than there’s any benefit.” And University of Southern California assistant professor of clinical marketing Ira Kalb says many companies overlook the importance of a name to their identity: “In a brand platform, the three big items we have are the name, the logo and the slogan. Those three things work together to help create your brand in the mind of the buyer. … When you change that name, you’re changing the relationship, and most people don’t understand that.”

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