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The company is committed to social media-driven word-of mouth-marketing, while embracing a hands-off approach that lets fans– not Krispy Kreme – control the brand's messaging. "I don't own the brand and the idea that I ever owned the brand is really kind of stupid," says CMO Dwayne Chambers. "The more we try and control it, the less control we really have." Advertising Age 10/23/11