Are nicknames good for business?

Nicknames are everywhere—from “Beemer” and “Tarzhay” in the branding world, to quirky workplace monikers passed around the office. But while they often signal familiarity and fun, new research reveals a more complicated story.

In this episode of Dialogue with the Dean, Julian Birkinshaw speaks with Zhe Zhang, assistant professor of marketing at Ivey, whose latest research examines the double-edged sword of nickname usage by firms and also in the workplace. Together, they unpack how adopting consumer-generated nicknames can unintentionally weaken a brand’s authority, and why power dynamics matter when nicknames are used between bosses and employees.

In this episode:

2:07 Understanding the challenges of corporate nickname usage

7:49 When can embracing corporate nicknames be beneficial?

12:34 Examining nicknames in the workplace

21:54 What is the future of nickname research?

To learn more about the research discussed in this episode, please visit:

From Beemer to Tarjay: How nicknames impact iconic brands
https://www.ivey.uwo.ca/impact/read/2024/12/from-beemer-to-tarjay-how-nicknames-impact-iconic-brands/ 

The power (and peril) of office nicknames
https://www.ivey.uwo.ca/impact/watch/2025/03/the-power-and-peril-of-office-nicknames/ 

Research: The Rules of Using Playful Nicknames at Work
https://hbr.org/2024/10/research-the-rules-of-using-playful-nicknames-at-work 

BMW Is Powerful, Beemer Is Not: Nickname Branding Impairs Brand Performance

https://journals.sagepub.com/doi/10.1177/00222429241266586