What's in a name? That which we call a rose by any other name would smell as sweet.
- William Shakespeare
As of late 2015ish, I began noticing a shift in Ilchi Lee's marketing agenda. I've been seeing more and more that they've changed their name from Dahn Yoga to "Body & Brain." A few things I'd like to note:
(1) I don't know if this is a formal change (probably not) or if they're just a DBA (doing business as), which is likely. Either way, it's probably no surprise that the Dahn branding and image have caught up to the cult franchise.
(2) I don't know where the name change is instituted. I live in Los Angeles, and it looks like the "Body & Brain" name is scattered throughout So. Cal. I even found a Dahn Yoga place in Orange County renamed to "Zen & Fit Yoga." I doubt the name would've changed globally, especially in its country of origin, S. Korea.
(3) I don't know if the name name is on printed material (company letterhead, brochures, contracts, pamphlets, fliers, mailers, etc.).
(4) I don't know anything about the name change roll out or timeline. I began seeing the name change in 2015 but maybe it's been in the works years before. One of my readers commented that she saw the change in her neighborhood studio on April 2016.
What is it about the name "Dahn Yoga" that could've caused such a shift? Who was responsible for making the change and when was it effected? Had all the bad press and negative personal accounts caught up the business? What will the impact be on their SEO efforts? Haha, maybe I'm getting a little ahead of myself on that one!
If they were looking for a fresh start (ie, rebranding), I agree that "Dahn Yoga" isn't very telling or catchy. I mean, what is Dahn? Is it Don's Yoga? Or his wife Dawn's Yoga? All jokes aside, I don't believe that "Body & Brain" is a better name. I don't understand it. What would you think if you were passing by a "Body & Brain" business front? Maybe it's a medical surgery center? It sounds a little creepy in a New Age way. It gives a cultish vibe of mysticism. Maybe that was their whole motive? Maybe it was just another awful Korean phrasing that got lost in translation.
Either way, as our own President would say, “you can put lipstick on a pig, but it’s still a pig!”