In this debut episode of "Bust My Brand," Pitchnoise Strategic Communications President Mark Gilman looks at the decision by Dunkin Doughnuts to drop the Doughtnuts from their Brand. Unlike many companies whose brand changes have been disasters (Radio Shack), Dunkin actually made a move that was long overdue.  In this episode we also look at reason companies should or should not make a brand change and the potenial consequences for an ill-timed and ill-thought-out decision.