Branding Expert: Snooki Should Stay Snooki!

Branding Expert: Snooki Should Stay Snooki!-photo
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What’s in a name? For Snooki, a budding business empire and an increasingly well-known brand name.  In short, pretty much everything.

Still, the Jersey Shore guidette this week told The Associated Press that she’s growing tired of the moniker that the whole of pop culture has come to know and, in some cases, love.

"I miss my real name," she said. "I miss people calling me Nicole."

If Snooki is weighing a return to her given name of Nicole Polizzi, personal branding expert and Me 2.0 author Dan Schawbel advises against it.

“The most important thing when you establish a brand name is to stick with it,” Schawbel told Celebuzz. “Snooki works for her. It’s quick, it’s easy to say and it’s kind of funny.”

"Nicole Polizzi," on the other hand, may not make for the sort of branding magic that had landed Snooki a new book, an SNL spoof and the potential of an MTV spin-off show.

“I can’t even say it,” Schawbel said of “Polizzi.” “It’s tough to pronounce and it’s long. If you can’t pronounce a brand name, how are you going to remember it?”

The bottom line, Schawbel says, is they won’t.

“People are not going to call you by the new name. They're too used to the old name,” he said.  “It’s a little bit like when Sean ‘Puffy’ Combs did P. Diddy and Puff Daddy and Diddy. People just call him whenever they want to call him.”

If Snooki does attempt a name-change, Schawbel predicts it will be a game change for her career.

“If she switches, she's almost going to have to start from scratch,” he said.

Should Snooki start going by Nicole Polizzi? Sound off in the poll below.

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