Is This a Slam Dunk Brand?

Do you remember Krispy Kreme? The brand that was all the rage about a decade ago. Shares are down 83 percent from their peak. I recall thinking back then I should have invested. That was about the same time I started my work as a brand consultant. Fast-forward to 2011, I am glad that I did not invest back then, and I now think differently and more strategic about the sustainability of brands.

Today I am thinking about the Dunkin' Brands, parent company of Dunkin' Doughnuts. In the IPO this week, shares rose from $19 to $27.85. This is starting to look and sound very familiar. Like Krispy Kreme, this seems like a slam dunk. Perhaps. If Dunkin' tries to grow too fast, then it could be history repeating itself. On the other hand, if Dunkin' stays true to its mission and core values, and is able to retain its brand champions, then the brand can keep on dunkin' right along.

Sustainable brands are those that understand who they are and what they stand for. Sustainable brands have a long-term strategic plan and operationalize that plan with a brand platform. Is Dunkin' Brands sustainable? Or is it another Krispy situation? With the increasing pressure on brands that contribute to unhealthy people, the brand is going to be tested.

Rex Whisman

BrandED Consultants Group

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