One of the leading culprits behind Dunkin’s decision to drop the Donuts for good had nothing really to do with signage or outright branding. Executives wanted to convey a fresh energy about the brand, one that reflected aggressive changes across the visual and operational spectrum of the iconic chain. For example, the fact that Dunkin’ was making significant updates to become a beverage-led company, like investing in afternoon options, cold brew, CPG products, and more. Or the clean and modern refresh of its next-generational restaurants, which puts an emphasis not just on mobile and to-go orders, but on improved products, like the front-facing bakery and tap system.

READ MORE: Sizing up Dunkin' and Starbucks.

“A signal to the world that it’s a new day at Dunkin’ in more ways than one,” CEO David Hoffmann said. Even Hoffmann himself is a bright change, having just stepped into the role this past July. Hoffmann, Dunkin’s U.S. president since October 2016, succeeded Nigel Travis in a succession plan more than two years in the making.

The September 25 announcement to ditch “Donuts” was, in a collection of ways, really an emotional switch as much as it was a tangible one. And it was intended to convey, as Hoffmann noted, the notion that Dunkin’ is really a brand on the move (in a good way).

So has it worked? It obviously hasn’t been long but the initial burst is a critical indicator.

YouGov took a dive into the flip with its YouGov Plan & Track. Since the official announcement, Dunkin’s “Buzz” score climbed from 12 to 21 among the general public, indicating that an increasing number of U.S. consumers are hearing something good about the brand. In other words: more U.S. adults are talking about Dunkin’ than at any point this year. The scores range from negative 100 to 100. See the chart below to see how the Dunkin’ announcement spiked the reaction.