15 Nov 2018

The name change game

From The Panel, 4:45 pm on 15 November 2018

Dunkin' Donuts changed its name to Dunkin'. Weight Watchers is now WW, Telecom swapped to Spark and Kentucky Fried Chicken is simply KFC. Why do companies change their names to meaningless words or letters? Names don't seem to describe things anymore.

We speak to Lynda Harris, founder of the Plain English Awards about why this happens.