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 ...

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