How Leading Brands Develop Breakthrough Creative -- and How You Can Profit
What’s needed are proven approaches that can help you deliver relevant, targeted and timely messages. There are a number of success stories from the commercial side that are very pertinent to our challenges in the nonprofit world.
BE TRUE TO YOUR BRAND
When Dunkin’ Donuts started to lose market share to Starbucks and Krispy Kreme, it needed new strategies and a fresh creative approach. Dunkin’ Donuts could have decided to go after the same customers that Starbucks pursued. However, the company chose to look at its own core customers and assess the characteristics and buying behavior of Dunkin’ Donuts loyalists in an effort to find out how they were unique.