YMCA to Become Simply ‘the Y’

In an effort to simplify their brand name, the YMCA will now be known simply as the Y. This is not exactly a radical change as most people already referred to them by this name. Radio Shack shortened its name to the Shack last year and corporate villain British Petroleum became just BP a few years ago. In the case of the Y and BP, consumers already used these names so the change was evolutionary. Marketers have to be careful not to sacrifice brand recognition and awareness. When I hear the Shack, I think of a bar or restaurant — the Crab Shack or something on that order.

Following a Trend, YMCA to Become Simply ‘the Y’ - NYTimes.com.