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Giving Them What They Want
By: Janet Kalandranis
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Is. Not. Easy. As a brand, the number one goal is to satisfy the customer and ensure that the business has continued success. But giving customers exactly what they want is no easy feat. If it were, all brands would be number one and success would be easy. But the thing is, customers don’t just want what they want, they also want the best of it. So simply creating a product or service around a need and having it be sub-par isn’t enough. And why should it be? Customers expect brands to listen to their needs and then determine the best solution that answers that request. And since it’s Tuesday, donuts are the example. Gluten-free ones, to be exact. Customers want them, they want access to them, but most of all they want them to taste like donuts. Sugary, doughy pillows of love (isn’t that the dictionary definition of a donut?) and not like a gluten-free substitute. So when customers ask, brands respond — when they are ready, of course.

Dunkin' Donuts, the maker of those delicious donut treats, listened to customers. Customers said gluten-free and Dunkin' Donuts got right to work. But it wasn’t days, weeks, or even a couple months before a new product was launched. Instead Dunkin' took the time to do it right. Something that many brands need to weigh — should we do it quick and be first to market or should we do it BEST and take our time? It’s never an easy decision but one that needs to be weighed before a strategy is created. Sometimes being first is the real success; the ability to provide customers with an answer that no other brand has and then take time to refine and make better over time. Other times waiting until the best can be created is worth the wait. Because sometimes "subpar" leaves a bad taste in the customer’s mouth and they can’t forget. There’s no right decision, no equation to determine which path to take, but instead it’s more important that brands simply take the time to evaluate the two options and determine what works for them.

So back to donuts. Dunkin' decided to take its time and get it right. The brand figured a bad-tasting, semi-gluten free donut wouldn’t do the trick. And it was probably right. There’s a long process to ensure that a product is certified gluten-free and Dunkin' wanted this status. So it worked, it tested, and it made sure to take the proper steps to understand and create something that truly answered gluten-free requests. In addition, Dunkin' of course wanted a yummy-tasting product. It wanted a donut that just happened to be gluten-free, not a gluten-free product that happened to be a donut. And with this wait the brand will gain followers and be known for donuts — gluten free or not.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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