Dunkin’ re-energizes dated QSR brand with seven strategic principles of brand optimism

Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.

Dunkin’ is an iconic brand that has a long, fuzzy history anchored in storytelling.

“We hear all the time about, ‘My father used to bring me after ballet,’” said Tony Weisman, Dunkin’s CMO, “or how, ‘I used to go to Dunkin’ Donuts with my mom after so

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