On this week’s episode of the Digital and Dirt podcast, Ian sits down with Ashleigh Griffith, Director of Marketing at Quality Brand Group, to discuss building iconic brands, bringing Dunkin into emerging markets, and creating experiences that turn customers into loyal fans.
In this episode, you’ll hear:
How Ashleigh’s early experiences in childhood acting, storytelling, food writing, and living abroad shaped her approach to brand building and communications.
How her time at KFC gave her experience stewarding an iconic global brand, navigating major changes, and creating new ways to connect with employees and consumers.
What drew her to Quality Brand Group and the opportunity to bring a well-known legacy brand like Dunkin into emerging markets across the West.
The challenge of building Dunkin’s identity in markets where the brand doesn’t yet have the same cultural connection it has in the Northeast.
Why hyperlocal marketing and community involvement are critical to turning Dunkin from a convenient option into a brand that feels integral to a community.
How Ashleigh balances corporate brand standards with the realities of working directly with franchisees, using data, tested tools, and clear measurement to drive marketing decisions.
How consumer behavior and product preferences vary from market to market, and how sales and menu data help inform local marketing strategies.
The role of innovation, service, and loyalty in introducing new customers to Dunkin and creating reasons for them to keep coming back.
Why Ashleigh sees the Dunkin app as a “digital storefront” and how loyalty can begin on day one when opening a new location.
How cultural moments, nostalgia, and activations can drive both brand connection and measurable engagement, including Dunkin’s Super Bowl campaign.
Tune in to the full conversation to hear Ashleigh’s perspective on brand stewardship, franchise marketing, emerging markets, and how iconic brands can stay relevant while creating meaningful connections in local communities.