MN Reports: Krispy Kreme's Brand Power

Marketing News
Presented by: American Marketing Association

Key Takeaways
Krispy Kreme's 76 year brand history was built on word of mouth advertising so transitioning to social and digital interactive media was pretty easy for the brand. Staying simple and genuine worked for Krispy Kreme because of its unified mission of enhancing lives through the product.


​Winston-Salem, N.C.-based Krispy Kreme Doughnuts Inc. is a 76-year old brand with basically one product offering. Yet the brand has nearly 5 million Facebook likes, a number most brands would be ecstatic to have. So what is Krispy Kreme’s secret recipe for marketing? It has nothing to do with paid advertising, since the brand hasn’t paid for any media in more than years. Instead, it has everything to do with building long-term customer relationships and turning employees into evangelists.

Here to discuss what marketers can learn from the word of mouth-focused, simplicity-focused methods of the Krispy Kreme branding team is G. Dwayne Chambers, CMO of Krispy Kreme.

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