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John Costello is a guy you’d like to have a cup of coffee with — though he’d probably prefer it be a cup from Dunkin’ Donuts. Costello is the president of global marketing and innovation for Dunkin’ Brands, and caffeinated or not, he is an expert at combining traditional marketing with product development to put the company’s message into the minds of millions of customers. At VentureBeat’s Marketing.FWD Summit, he’ll talk about how Dunkin’ blends various marketing channels to reach its customers through many platforms.
Dunkin’ Brands has a 65-year-old heritage that has moved fluidly with the times, melding persuasive traditional marketing with a vigorous move into mobile. Costello will shed light on how Dunkin’ uses brand differentiation to stay relevant for modern-day customers. As a $4 billion company that’s had strong numbers and steady growth for 5 years — including the building of hundreds of new stores — Dunkin’s low-capitalization franchise model is an industry beacon.
Agile companies evolve as their customers evolve. Costello will discuss how Dunkin’s strategy embraces both ritual and change — like being able to pay for your daily cup of coffee through a mobile app. Dunkin’ has fine-tuned its mobile strategy by listening to its customers and engaging them across devices whether that be on TV, tablet, or phone.
Costello says “America Runs on Dunkin'” isn’t just a slogan; it’s both a strategy and a brand purpose. Hear from Costello live at Marketing.FWD Summit, and learn how authenticity, teamwork, and a 360-degree approach towards everything that touches the consumer keeps Dunkin’ Brands relevant, distinctive, and persuasive. He’ll spill some leadership secrets, but never the coffee.
For more information, visit VentureBeat’s Summit events page.
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