Kum & Go Is Changing Its Name and You Know Why

Kum & Go, a well-known gas station and convenience store chain, is gearing up for a major rebrand after being purchased by the Maverik chain in April 2023. Established in Iowa in 1959, Kum & Go has been a staple for many, but the new owners, FJ Management’s Maverik, are considering a fresh look for the brand. The concern? The current name, Kum & Go, might unintentionally send the wrong message to potential customers.

Initially, the plan was to keep the Kum & Go name intact in its original regions and only rebrand the stores in areas where Maverik operates. However, the perspective seems to have changed. According to insiders, the double entendre in Kum & Go’s name might not sit well with new audiences as the brand expands beyond its traditional boundaries.

The question arises: if you’re building a brand that will reach a wider audience, does it make more sense to keep a name that might be misunderstood, or to choose something that aligns better with your new customer base? For Maverik, the answer leans towards a rebrand, suggesting that sometimes, a fresh name can open doors to new opportunities and avoid potential pitfalls.

So, what’s the bigger picture here? When businesses like Kum & Go undergo a rebrand, they’re not just changing their logos or names—they’re also recalibrating their entire market strategy. The choice of name and brand identity can significantly influence how a company is perceived by new and existing customers alike……….[read more]

Rising Dough

How does the rebranding of a company like Kum & Go affect its appeal to consumers and investors, and what might this tell us about the importance of brand perception in expanding into new markets?