In conclusion, Dunkin’ Donuts brand chief Frances Allen said marketers like her are no longer in charge of their brands â€" their consumers are.
“Customers will decide what
our brand is about. And there is nothing we can do about it. And that is a very liberating thing,†she said, adding. “In the end, you can’t control it. And that’s the
beauty of social media.â€
“And that means marketers have to let go â€" a little,†she concluded.