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.

Here’s a small sampling of the feedback on the travel site One Mile at a Time:

“Too easily confused with Bon Jovi.” “Absolutely appalling.” “More like Mariott OyyVeyy.” “It’s Marriott saying ‘Bon Voyage’ to members who are opting for the better Hilton and Hyatt programs.”

Readers of another travel site, The Points Guy, were even less charitable

“Sounds like a cheap ladies’ clothing company.” “A marketing exec hit send too fast on an email and Marriott took them seriously.” “Ridiculous, stupid name.”

Harsh words, but hardly unprecedented. Almost without exception, when a brand — especially a well-known brand — introduces a new name, the public responds with virtual pitchforks. It’s meaningless! It’s a waste of money! The old name was better!