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In a time where brands aim to appear human and approachable, it’s tempting to play along with how fans refer to you. Think Starbucks, affectionately called “Starbies” by its fans. Nordstrom is sometimes called “Nordy.” It feels personal and aligned with your audience.
In fact, Bloomingdale’s even opened a store in 2021 under the name “Bloomie’s” — a nickname loyal customers had been using for years.
Nordstrom followed with “The Nordy Club.”
BMW posted on X: “You can call us Bimmer, we’re friends at this point.”
And yes, it feels like a smart move.
But here’s the harsh reality:
Brands that start using their own nickname lose authority.
And this isn’t just a feeling or isolated example. It’s now empirically proven in a comprehensive study by Zhang, Ye, and Thomson (2024), consisting of 11 studies — including field tests on Facebook and TikTok, plus controlled experiments with thousands of participants.
Brands that used their own nickname:
were seen as less powerful
lost pricing power
generated fewer clicks
and became less persuasive in-market
Why that happens? And when it is okay to use nicknames? You’ll find out in today’s premium edition.
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