Branding

Athletes are brands

Collage illustration of a historical image of Wheaties boxes on a pair of Jordans.
Illustration: Aïda Amer/Axios

Today's athletes have more power than ever to build their own brands and significantly bolster their own earning potential.

What's happening: Social media has created new outlets for athletes to communicate directly with fans, take part in conversations around issues that matter to them, and attract endorsement money.

Dunkin' Donuts shrinks name to simply Dunkin'

Dunkin' Donuts neon sign.
Photo: Jaap Arriens/NurPhoto via Getty Images.

After 68 years of being in the donut business, Dunkin' Donuts announced Tuesday it's making the move to be known on a first name basis: Dunkin'.

Why it matters: Starting in January 2019, all branding will be associated with Dunkin' so customers can attribute the name with their coffees and beverages and not just donuts, per CNN Money.

More stories loading.