Rosenberg didn't even coin "Dunkin' Donuts," which became a household name, wreaked havoc with elementary school spelling tests and now serves more than 1.6 billion doughnuts a year. When he started the business in a single shop in Quincy, Mass., in 1948, he called it the Open Kettle. Two years later, sure a better name could sell more doughnuts and coffee, he put his executives in a room with a tape recorder and told them to brainstorm. He later credited his architect with the trademark "Dunkin' Donuts.