Today’s a big day for Dunkin’ Donuts. It’s the public launch of a new brand positioning for the company as it embarks on a major push for expansion and growth. A lot of strategic and creative work went into this project, the result of which was a new tagline, new iconography, and most importantly — a very focused brand idea that gets executed across every possible part of a consumer’s experience with Dunkin’ Donuts. You can read about the business challenge and some of the research that sparked our thinking in a front page Wall Street Journal article that ran over the weekend. It’s online here (subscription required).

This is our first major campaign debut since we started our blog, so we thought we’d ask the people that did the thinking and the work to write about it over the coming days. It’s a nice case study, and our blog posts will give you a behind-the-scenes peek at the development of what we think will be a great marketing platform for a great brand. We’ll also post some of the work here so you can see it all in one place.