Bust My Brand

An American icon has closed its doors due to a lack of attention and strategy, in part, to its eCommerce platform. As Walmart and Target zoomed by in its collective pursuit of keeping customers away from Amazon, Sears has now paid the price for a lack of strategic and financial attention to its online sales.  In this episode of 'Bust My Brand' Pitchnoise President Mark Gilman and Inbound Lead Solutions founder and CEO Nicole Hudson look at mistakes companies of all sizes make in not focusing on their online sales. 

In this debut episode of "Bust My Brand," Pitchnoise Strategic Communications President Mark Gilman looks at the decision by Dunkin Doughnuts to drop the Doughtnuts from their Brand. Unlike many companies whose brand changes have been disasters (Radio Shack), Dunkin actually made a move that was long overdue.  In this episode we also look at reason companies should or should not make a brand change and the potenial consequences for an ill-timed and ill-thought-out decision.