Why We Hate New Brand Names (Until We Don’t)

In January 2019, Marriott International introduced a new consolidated loyalty program for guests at all of the company’s branded properties — Marriott, Starwood, and Ritz-Carlton — under a single new name: Bonvoy. The company’s global chief commercial officer said the new name was selected from a list of 600 candidates, and that Bonvoy was “a clear winner” because it communicated a “modern, fresh, and aspirational” identity.

Marriott customers disagreed. Quickly, loudly, and vehemently.