Old School Strategies in a Digital World | How Krispy Kreme Brands Itself
In this episode of the #playbook , I chat with Dave Skena, Krispy Kreme's Global Chief Brand Officer, about the authenticity behind ...
Chief Growth Officer, KRISPY KREME INC
Search every verified David Skena interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Dave Skena, Global Chief Brand Officer at Krispy Kreme (previously Chief Marketing Officer), has described his marketing approach as prioritizing earned media and word-of-mouth over traditional advertising. He stated that the company eliminated television, radio, and out-of-home advertising, instead focusing on insights and creative-driven earned media strategies. Skena has emphasized measuring "brand love" quantitatively, defining it as customers who rate the brand a ten out of ten, and said this metric is the most important indicator of long-term brand health. He has also discussed the company's "acts of joy" initiatives during the COVID-19 pandemic, including giving free donuts to healthcare workers and offering a free donut to anyone who received a COVID-19 vaccine. Skena has highlighted the importance of partnerships with other sweet indulgent brands such as Oreo, Hershey's, and Chips Ahoy, describing these collaborations as a "win-win" that benefits both brands. He has noted that Krispy Kreme expanded its digital delivery capability nationally in February 2020, which he said led to digital sales generating double-digit percentages of revenue. Skena has also discussed the company's "Delivered Fresh Daily" program with Walmart, which he described as the first time the brand achieved nationwide access through grocery distribution. He has stated that the company's most important product remains the original glazed doughnut fresh off the line, which he called a "one-of-a-kind" experience.
In this episode of the #playbook , I chat with Dave Skena, Krispy Kreme's Global Chief Brand Officer, about the authenticity behind ...
Dave Skena remembers having his first Krispy Kreme doughnut at age 13, and even back then, he knew this company wasn't like ...
Krispy Kreme first rolled out nationwide delivery in February 2020 and expected a small number of sales to come from digital ...
PRNEWS Live welcomed Dave Skena, chief marketing officer and global director of brand at Krispy Kreme. We discussed how the ...
Making its debut at Walmart snack aisles across the nation: Krispy Kreme doughnut bites and mini crullers. We talk with Krispy ...
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