The Best Branding Advice—Ever


I was cleaning up my office over the weekend, when I found a rumpled piece of paper with just the words “Fast, Fresh and Affordable” written on it.

Though it took me awhile, I finally remembered hastily scribbling the note to myself while watching an interview with Dunkin’ Donuts CEO, Jon Luther.

Luther’s point: He could summarize DD’s entire business strategy in only those three words, keeping everyone at the company focused.

Creating a three-word strategy is not just a big reason for Dunkin’ Donuts success. It just might be the best branding advice—ever.