John Costello, presidente Global de Mercadeo e Innovación de Dunkin Brands
John Costello, president of Global Marketing and Innovation at Dunkin Brands was in charge of starting the annual ANA Multicultural Marketing Conference & Diversity 2014 in Miami.Costello stressed the importance of multicultural marketing for the brand, and stressed that building a brand in the multicultural marketing can be one of the best ways to make a business grow. “Dunkin Brands has evolved from multicultural marketing to marketing in a multicultural world,” he said. “We have to evolve to stay ahead,” he added.He also warned marketers present that brands should not change their identity to reach multicultural consumers. “What defines us is our authenticity, we are a real brand for real people,” he said.In describing the characteristics brands must have to achieve the multicultural consumer, Costello said they must be agile, differentiated, long-term thinking, result-driven and also involve the entire team in the strategy.According to Costello, coffee is a key element of the supply of Dunkin Brands. “60% of our business is coffee and 20%pastries” he said. “Hispanics consume Espresso two and a half times more than the average consumer of the market, in general” Costello said. “We have learned that there are huge emerging Latino customers throughout the US” he said.
