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A WARNING FOR BRANDS: When Krispy Kreme first arrived they enjoyed rapid growth driven by positive word of mouth.  Their doughnuts were hard to get, fresh & in limited supply.   Their amazing growth, however, instantly disappeared when they put their donuts (cold and stale) on store shelves and in every gas station under the sun.  Sadly, the management at Krispy Kreme “killed everything that was buzzworthy and remarkable” about the brand … when they “Forgot Why People Were Talking About Their Brand”.