"If I Want To Sit On A Couch, I Stay At Home"
This from a member of the Dunkin' Donuts 'tribe', customers whose psychographics guided the brand to position itself as an unpretentious alternative to Starbucks. Also, the tribe convinced the company to change its 'too stylish' logo. WSJ: "Dunkin' Donuts Tries to Go Upscale, But Not Too Far."