The Internal Components That Make a Successful Brand Reinvention

It's not all about the outward appearances

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

When Dunkin’ announced they were dropping the “Donuts” from their name this past September, they were taking a page out of a longstanding brand playbook for brand reinvention: new agency, new logo, new creative campaign, new product focus. Congratulations, you’ve reset consumer expectations and set the stage for a new wave of growth and prosperity.