Word: brandsness
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This is the Dunkin' Donuts of the future, a chic space with soaring ceilings and earth-toned walls that will be the prototype for every new store the 57-year-old chain opens. "We're not a sleepy little New England company anymore," says Dunkin' Brands CEO Jon Luther, 63...
The new look and a bulked up $125 million national ad campaign ("America runs on Dunkin'") are part of a carefully orchestrated plan to spiff up the brand with an eye toward taking the company public. A year from now, "we'll sit down and say, Is the company at...
To get people to try out its new menu, the company first has to get them in the door. That's not a problem in places like Providence, R.I., where there is one outlet for every 6,000 people. But Dunkin' has had a rougher time west of the Mississippi...
Modern marketing was being invented as well. The 1840s saw the first national brands, the first department store, the first advertising agencies and the first presidential campaigns in which canny marketers refashioned upper-class candidates as rustic men of the people.
But brands don’t sell lifestyles only; they sell values as well. A bag from Whole Foods suggests one cares for the environment, a Mac shows that one prizes creativity and self-expression. These accessories are the secular equivalents of a crucifix or yarmulke.