From dropping the ‘Donuts’ in its name to recent investments in in-store technology, Dunkin’s recent brand refreshes are aimed at evolving the perception and becoming more competitive. In the age of the empowered customer, it’s more essential than ever that as brands reimagine their promise, they take time to consult with their customers to ensure this new oath is in line with what they perceive as the brand’s unique value. The days of making decisions in a vacuum are over. Co-creating every step of a brand’s evolution with customers — from a full-blow relaunch, to incremental changes — is both a massive opportunity and a mandate.
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