Dairy Queen, which will celebrate 70 years as a brand and 25 years of the Blizzard next year, has had time to get to know its customers. A major key to the 5,600-plus-unit chain’s success, said chief brand officer Michael Keller, has been Dairy Queen’s ability to build its effective marketing campaigns around those consumer insights.“We have to try to be as clever, scrappy, disciplined and integrated as we can be,” Keller said. “We’re not so resource-rich that we can just spray it ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now.We promise it will only take a few minutes!
Questions about your account or how to access content?