Natalia Raben is an international business and management student who takes care of marketing at DesignBro. Reach her at

Recently, Dunkin’ Donuts announced that it will drop “Donuts” from its name, leaving only Dunkin’. However, the rebranding does not suggest that doughnuts will be dropped from the menu. Customer-centricity is at the heart of the move, because the brand wants to ensure patrons know they can buy more than fried dough.

Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency

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