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The Trademark Blog

Published by Martin Schwimmer

“If I Want To Sit On A Couch, I Stay At Home”

By Marty Schwimmer on May 3, 2007
Posted in Branding

1dunkin-donuts.jpg
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.”

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About the Author

Martin Schwimmer is a partner in Leason Ellis, an IP law boutique in White Plains, NY. His practice is concentrated in the area of U.S. and international trademark law and domain name counseling, prosecution and litigation.

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