Ooo, not sure how I feel about this new name! After almost a decade of being called Maxwell House, the decision is to call it Maxwell Apartment going forward! From a marketing POV, I can't make much sense of what kind of change they're hoping for this new name to foster. Would love to know what you think and if you like the new name or not.
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It sounds like they might be trying to signal a shift in focus, maybe moving from a broader, lifestyle-oriented brand to something more specific, like apartment living? It could work if it aligns with a new target audience or service offering, but it risks losing brand equity built over the years. Personally, I’d want to see the story and strategy behind the rename to understand the goal too!
It's a temporary thing for a promotion. I guess it'll get people talking about it, as we are. If you think about it, it's a depressing reminder that so many people can't afford to buy a house. The way inflation is trending upward, we'll soon be drinking Maxwell Shanty or Maxwell Tent.
Maxwell Vanlife.
I don't like it, but at least it's only a temporary gimmick, not a long term change. From an awareness standpoint, you can't really argue with the results - I've heard more about the company the past few weeks than I had in years. Kind of reminds me of IHOP's whole "International House of Burgers" thing a few years ago.
It’s a marketing stunt… not a permanent change…
What’s next Maxwell Trailer Park? RV? In a van down by the river?