Who should rename? Versus who’s waiting too long?

Domino’s (sensibly) dropped “Pizza” to rename. They had outgrown the category. They see their scope evolving beyond the narrowness of just-pizza, and shedding the baggage of the old identity both simplifies and enriches the brand. Who’s next? We recognize that it is a difficult and sometimes¬†perilous adventure to rename, but when legal action, a merger, or simple growth makes it …