Business Branding: Dunkin Donuts

The newest campaign for Dunkin Donuts (DD) include the message that they have a new “Wake-up Breakfast” with the promo message that “it’s breakfast not brokefast”. DD has decided to go with this message because they feel it’s their way of helping their customers who are financially challenged.

In branding the “Wake-up Breakfast” as the breakfast that you want to buy, they have decided to use video, TV commercials, print ads and press releases. This type of branding can help a business to singularly bring brand awareness to a particular product.

Another promotion that they are using to brand their business is DD Smart which has the as it’s center goal to communicate that “Better for you choices that keep you running’”. In running this campaign, DD hopes to educate their customers on the “smart choices” of buying the Smart breakfast items and how they can participate in a 5K running training program. To help encourage participation, DD shares the following message on their website:

Making smart choices about what you eat is one way to stay on track. Another is keeping active. Check out the DDSMART Zero to 5K Training Program for information on running your first 5K or tips on training for your next. It’s easier than you think . Just search for a race in your area,
then download our training program. Run for fun, your health, with friends or for charity.

Even though both of these branding campaigns are about breakfast items, they are unique with different emphasis. As a business owner, you can learn from their branding efforts how to successfully brand different products.