“The closer you can link to an influencer, the more traction it has against that younger target,” says Allen Adamson, co-founder of Metaforce, a branding and activation firm. “It’ll resonate with her fans and be irrelevant to others . . . For Dunkin’, attracting younger users is a big challenge. The brand has a bit of gray hair; it’s a bit skewed towards seniors. They need to be creative in making themselves relevant to younger users.” Click to read more.