John Costello, president of global marketing and innovation for Dunkin’ Donuts, has not yet read my new book, The Meaningful Brand, but his comments at the Association of National Advertisers’ Masters of Marketing conference (ANA), as reported by Karl Greenberg in the Media Daily News, certainly makes it sound like he has.
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In a letter to Jean-Baptiste Leroy, Benjamin Franklin commented on the likely permanence of the U.S. Constitution, saying “In this world nothing can be said to be certain, except death and taxes.”
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Every product or service category is governed by a set of assumptions that define the space in which the established brands compete. Every now and again, however, one brand asks the question, “Does it have to be this way?”
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Marc Pritchard, Procter & Gamble’s global brand building officer, proclaimed digital dead at Dmexco and urged marketers to look beyond the pipes and plumbing of digital and social media to what really matters: engaging people with creative campaigns.
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