A Classic Brand Freshly Brewed: CMO Tony Weisman discusses the new Dunkin'

US coffee company Dunkin’ Donuts simplified its brand name to Dunkin’, and in the process overcame several challenges.

As the CMO at Dunkin' Brands, Tony Weisman has been overseeing the two-year process of rebranding Dunkin' Donuts, an endeavor that culminates this month in the rollout of the new Dunkin' brand now appearing on packaging and in traditional and digital advertising.

For Weisman, the challenge centered on modernizing the brand to connect with a larger audience and build long-term relevancy, while still embracing the restaurant chain's 70- year heritage and the fierce loyalty of its customer base.

The simplified Dunkin' brand name is part of a growth strategy to position the chain, with its more than 11,000 restaurants worldwide,...

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