More and more consumer product companies are taking their corporate name out of their primary logos, and the effort seems successful. From an article in The Atlantic:
“The benefits of debranding can be huge. One of the most successful executions of it has been the ‘Share a Coke’ promotion, for which Coca-Cola replaced its name on bottles with people’s first names, like Sarah and David, and other everyday monikers, like Mom and Dad. The campaign increased Coca-Cola’s U.S. sales by more than 2 percent and, in doing so, helped reverse more than 10 years of decline in Coke consumption in the U.S.”
Read more here.