On Brand Ep. 1: Dunkin’, Jimmy Fallon & the Absurdity Olympics of Branding

What happens when Jimmy Fallon and Bozoma Saint John host a reality show about branding? Chaos, Dunkin’ coffee, and surprisingly useful lessons for marketers. In this special Cover Brand series, Ethan and Laura dissect each episode of on brand. to separate TV drama from actual brand science.

This week, we meet the cast, the judges, and the first brand challenge: convincing America that Dunkin’ sells breakfast, not just donuts. From “breakfast for doers” lunch pails to decision-fatigue-fighting “breakfast handled,” we examine why some ideas worked, why others tanked, and what marketers can learn from watching a game show disguised as a brand sprint.

Main Topics Covered:

• Why “loud” ≠ “smart” in brand strategy (sorry, Jimmy)
• The cast of On Brand: marketing pros, professors, and a honky-tonk MC turned brand guru
• Dunkin’s surprisingly solid creative brief (rare unicorn alert)
• Why similar campaign ideas crop up all the time—and why that’s not a problem
• The winning ideas: “Breakfast for Doers” vs. “Breakfast Handl’d”
• Merch matters: why a lunch pail might actually be smarter than a Magic 8-ball
• The sticky phrase of the week: “Handl’d.”

Links to Additional Resources:

• Watch on brand. with Jimmy Fallon on NBC/Peacock - https://www.nbc.com/on-brand-with-jimmy-fallon
• Learn more about Dunkin’s brand history - https://news.dunkindonuts.com/blog/dunkin-donuts-then-and-now

Think of this as brand strategy with a side of reality TV popcorn. Subscribe to Cover Brand for this special On Brand series, and share it with your marketing friends who secretly binge reality TV “for research.”

Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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