Idea Sandbox

Dunkin’ Donuts has recently announced a deal to partner with Proctor & Gamble (P&G) to distribute Dunkin’ products across the United States. In that announcement, Dunkin’ describes themselves as the #1… the best… the only… Here’s a bit from the press release… With Dunkin’ Donuts as the #1 coffee and baked goods chain worldwide and [...]

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In their book “Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea” Bill Schley and Carl Nichols Jr. share their idea of the dominant selling idea (DSI) and how to create a #1 brand. While you may be familiar with product differentiation these fellas talk about both product and brand differentiation. Who: [...]

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