Feeling Jittery About Your Logo Or Tag Line?

A while ago we conducted a study having to do with logos and found that logos made different percents of contributions to loyalty and profitability and you actually had to measure that to know for sure how hard your logo was actually working for you. The same is true of taglines.

We thought about this as a comment was sent to us recently regarding the Dunkin’ Donuts “America Runs on Dunkin” tagline.

Over a 30-year period of time we have managed not to get into fights with creatives, and have done so by staying on our ‘side of the desk’ (strategy, brand, loyalty) and not sticking our noses into the creation or the creative that ultimately gets presented to the world. That’s their specialty. But creative and strategy that doesn’t work together to engage customer can give anyone the jitters!

So it’s nice to see strategy and creative working together so well. According to our Customer Loyalty Index, Dunkin’ Donuts have been moving up the loyalty scale faster than a heavy user after their 10 daily cups! Nice to see a campaign that melds customer values and behaviors with what the brand can believably stand for.

That’s a formula we’re always willing to drink to!