What's in a name, or a donut? In 2018, Dunkin' Donuts riled up Bostonians and traditionalists nationwide with a name change and rebrand that shifted focus from its signature breakfast staple. Tosh Hall, the Global Chief Creative Officer at Jones Knowles Ritchie, sheds light on how the firm navigated the tension and intense interest in Dunkin's change of brand.

To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.

Produced by Matchstic, matchstic.com / @matchstic (Instagram)
Hosted by Blake Howard, @blakehoward (instagram)
Co-hosted by Sarah Gail Hughes
Edited by Matt Owen