Rolex or Rollie? The Hidden Costs of Nickname Branding
When consumers adore a brand, they often give it a nickname—from "Rollie" for Rolex to "Beemer" for BMW. Marketers are eager to embrace this consumer-driven brand love and incorporate these nicknames in their marketing strategies to appear more relatable. This tactic is called “nickname branding” and marketers expect positive results from using it. But do brands benefit from this tactic, or does it backfire? While it might seem like a clever way to connect with customers, new research suggests it could have the opposite effect.