How Dunkin’ Successfully Rebranded in 2019

The history of Dunkin’ began with a restaurant called “Open Kettle” in Massachusetts, in 1948. Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950, and franchised his brand in 1955. Since 1950, the number of Dunkin’ restaurants has increased to more than 12,600 restaurants worldwide in 46 countries.

With more than 50 varieties of donuts, Dunkin’ once emphasized their donuts in their advertisements. Execs recognized the need to change with the times, and in the late 1990s and early 2000s, decided to pivot their focus to the ever growing coffee industry. While their largest competitor Starbucks focused on connecting with customers in-store, and encouraging them to linger for hours, Dunkin’ focused on great coffee, served fast, for people on the run. We all remember the successful tagline, “America runs on Dunkin’.”

In 2018, “Dunkin’ Donuts” decided it was time to officially rebrand, and drop the word “Donuts” from their brand name. Beginning in January of 2019, Dunkin’ updated their logo, remodeled store fronts, redesigned packaging, and updated their brand messaging across all advertising and marketing channels. They ensured their longtime—as well as new—customers could still identify with the well known brand by staying true to the orange and pink color scheme and iconic typeface that had been part of the company’s identity since 1973. Dunkin’ still serves donuts and great coffee, but the new name offers the flexibility to expand its reach into new demographics and offerings. Dunkin’ is an example of successful rebranding, because it modernizes the experience for customers, while staying true to its roots.

small-business-DHZ8SE6

6 Reasons why a Strong Brand is Important for your Small Business

Building a strong brand is a critical component of any successful business. A well-crafted brand strategy not only helps businesses establish recognition and build trust with their customers, but also supports advertising efforts and inspires employees. Furthermore, strong branding can increase a business’s financial value and generate new business opportunities through word-of-mouth referrals. As the…

Piggy bank on calculator concept for saving, accounting, banking and business account

How Good Branding Saves Your Company Money

Many businesses make the mistake of throwing money at marketing without thinking enough about their brand, as a whole. Paid media campaigns might garner attention, but they can’t necessarily retain it and convert as many customers without solid branding. A company with a consistent, strong perception amongst audiences will always outperform competitors with the same…

Broken bulb on black background

8 Signs You Need to Update Your Brand

In today’s ever-changing business landscape, it’s important for companies to continually assess and update their brand to remain relevant and competitive. A brand is more than just a logo; it’s the perception that customers have of your business. Therefore, if your brand is outdated or suffering from negative perceptions, it’s time to re-evaluate and refresh…

carsontype-Untitled-2-01

What is the Difference Between Serif and Sans-Serif Typefaces?

You may have heard the terms serif and sans-serif before, but do you know what those terms actually mean? In typography, a serif is a small line, stroke, or other decorative flair regularly attached to the end of a larger stroke in a letter or symbol within a particular font or family of fonts. “Sans”…

3D illustration of black pawns around a golden one standing out from the crowd. Concept of leadership

What is Branding? And, Why is it Important for Your Business?

Introduction to Branding and Its Importance Branding is the process of creating and maintaining a unique identity and image for a company or product. It involves the development of a company’s name, logo, design, and messaging to convey a specific set of values and attributes. A strong brand can help build customer loyalty, differentiate a…

bergerking_cinematic_4k_8bbc74b7-7795-4a4f-a54c-fc9e7bb8e7a2

The Future of Branding: How Technology is Shaping the Industry

Executive Summary As we move further into the digital age, technology continues to revolutionize the branding landscape. This white paper will examine the key technological developments shaping the future of branding and discuss how businesses can leverage these advancements to create stronger brand identities, enhance customer experiences, and maintain a competitive edge. Topics covered include…

1600px-Belief+Doubt_(2012)

The Difference Between Graphic Art and Graphic Design

Graphic Art – the fine and applied art of representation, decoration, and writing or printing on flat surfaces together with the techniques and crafts associated with them. Essentially, a graphic artist may create art for the sake of art. They may want to convey a certain idea or story, or they may not. Graphic artists…

white clouds on blue sky with copy space

What is Clear Space?

Clear space refers to a specific amount of are a logo is defined to have on all sides (in a brand standards manual or house style guide), no matter where the logo is applied. The reason for clear space is to ensure the logo maximizes visibility and impact. There is no set rule for defining…