# Professor Tülin Erdem comments on Tribune Publishing's name change

Faculty News

— June 6, 2016

![Financial Times logo](/sites/default/files/styles/246w/public/assets/images/uat_025699.jpg?itok=5SpaxEbn)

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Excerpt from the [Financial Times](https://next.ft.com/content/4c4a3e7a-29c2-11e6-8b18-91555f2f4fde) -- "'Brands shouldn’t change their name for the sake of being hip,' said [Tülin Erdem](http://www.stern.nyu.edu/faculty/bio/tulin-erdem), a marketing professor at New York University’s Stern School of Business. She said 'it seems like [Tribune] is acting very quickly without strategic focus to change the name.'"

[Read more](https://next.ft.com/content/4c4a3e7a-29c2-11e6-8b18-91555f2f4fde)