- - - - - - - - - - - - - - - - - - - -
Attention Dunlops: 'Tired' of Your Name?
TORONTO (Reuters) - In a move that raises corporate branding to new levels, a North American tire maker is offering $16,000 to people willing to alter their family name and embrace the company's Dunlop-Tire moniker as their own.
"This has never been done before," said Jane Wilcox, a spokeswoman with the tire company. The firm has mailed 1,000 information packages to families with the name Dunlop across Canada.
To win a portion of the 16,000 offer, a Dunlop must legally change his or her name to "Dunlop-Tire" at a cost of some $125, which the company will reimburse.
If 50 people sign up, each gets $315. But a sole signatory would hit a $16,000 jackpot.
"I think it's a bit ridiculous," said Toronto-area Lisa Dunlop, who heard about the offer from a Reuters correspondent. "I guess anybody would do anything for a dollar, but I'm not one of them."
A statement from the tire company said a poll of 2,000 Canadians conducted by Decima Research showed that 37 percent of Canadians would be willing to trade their family name for a corporate brand name -- if the price was right.
Men were far more willing than women to adopt a name change for cash, the pollsters found.
Wilcox acknowledged that the tire company's campaign, which is open only to Dunlops in Canada, should be taken with a pinch of salt and conceded there was nothing to stop the winners changing their names back after raking in the cash.
"First and foremost, this is about having fun," she said. "If there are people who don't appreciate what we're doing, well, I think they probably just don't have a sense of humor."