Dunkin’ Donuts has become known as a mobile innovator in the retail space, through its embrace of mobile promotions, Twitter and its branded apps. But in a keynote at OMMA Mobile, Dunkin' Brands President, Global Marketing & Innovation, John Costello, emphasized that brands shouldn’t get caught up in mobile tech. For Dunkin’ Donuts, that means figuring out how to use mobile to keep its 60-year-old brands (including Baskin-Robbins) relevant. In that vein, he said it’s crucial to look honestly assess what’s working and what’s not and be willing to reinvent the brand. Identifying the core brand personality is also key. For Dunkin, it’s about authenticity. “Our brand personality was more important than any demographic,” said Costello.