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.

 

 

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?

 

 

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