When Asterisks Attack

If you’re a huge sports fan (read: attractive, male athlete fan) like myself, you’ve probably heard about the new Braun/Rodgers restaurant set to open in Brookfield in June. The original name for the restaurant was launched as 8*twelve, a play on their two numbers. However, it was announced yesterday the name has changed to 8-twelve.

According to Fox 6, the asterisk was removed and replaced with a dash in an effort to avoid any negativity that might be associated with something that looks like an asterisk, given Braun’s hectic off-season.

Umm, eek! Although I personally find the asterisk situation pretty hilarious, I likely wouldn’t if I was associated with the brand. I’m not sure what would have been worse, leaving the asterisk in to be potentially noticed by not that many people, or taking it out and having the media broadcast why the name had changed. The main takeaway here is to make sure you have all your ducks in a row before publicly launching your new brand.

(Side note: this story totally brought to mind my brother-in-law, whom we call “Asterisk” when playing board games, given his inclination to win using questionable tactics.)

May 18, 2012 · Posted by in branding, pr  


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