6 Principles For Building a Strong Brand From Dunkin’ Donuts

John Costello of Dunkin' Donuts shares his 6 core principles for building a brand – principles that transcend time and guide a company's marketing decisions during shifts brought on by mobile, digital and social technology.

They may have over 19,000 restaurants in 60 different countries, but John Costello, President of Global Marketing and Innovation at Dunkin’ Donuts, accredits the brand’s widespread success to it’s loyal customers. In a recent article for Chief Marketer, Costello shared his 6 core principles for building a brand – principles that transcend time and guide a company’s marketing decisions during shifts brought on by new technology:

  • Confront Reality
  • Differentiate or Die
  • Be Agile
  • Innovate
  • Leverage Big Data
  • Build a Great Team

To show an example of how Dunkin’ Donuts puts these 6 principles into action, Costello highlighted their…