Dunkin Donuts and Brand Positioning

There was a great discussion on NPR this morning with Leslie Bielby, chief strategist for Hill Holliday, who was in charge of tweaking the branding and advertising for Dunkin Donuts. Not only is there a very funny piece about people not being able to say things like latte and cappuccino, underscoring an affinity with people who just want a cup of coffee. But perhaps the most interesting point that came out is how many people from an upscale background are trying to indentify with "regular" folks, and how that could play to DD's strengths.