So the other night I was discussing the future of DCA with my sister and I mentioned to her that Blue Sky Disney had reported that Disney was now leaning toward keeping the name unchanged. We both had some mixed feelings about it, but overall thought it was probably a good idea. We felt the name is probably more appropriate to the new version of the park than the original, that it has a certain ring to it, and that the vast majority of the general public probably doesn't have such a bad opinion of it that a name change would be beneficial.
My sister is a small business owner and has a marketing background too, and she made a couple of suggestions that I thought were really good and I wanted to see what you all thought. The first is that she strongly felt that the "Disney" needed to be attached to the name at all times. She said both because of the new branding image of the park and the increased influence of "Disney" in the park, as well as the strenth of the Disney brand itself, they should avoid references to just California Adventure and use the full DCA name.
The second suggestion she gave was that they should start refering to the park in marketing materials with the acronym "DCA". She felt that this would be more short and memorable name and also help to contribute to giving it a new identity without changing the name.
It seems pretty natural because it's what we all call it, but the one thing that would worry me would be that it could sound like they're trying to be a little too hip or cool. I wouldn't want that to be the impression people get. I guess I had that impression of KFC when they changed, and now I say KFC without even thinking about it and probably did before they officially changed the name, so that may only be a short term issue. I do think it's easy to remember, rolls of the tongue well, and is already familiar to many Disney fans, so it could work well. What do you think?