Hey bread + butter fans!
Many of you may know that I work in the public relations industry. Perhaps that is why I am so fascinated with the news of late. On the one hand you have Toyota responding to a PR crisis - they are desperately trying to repair their sinking image and rebuild trust by pulling at consumer heartstrings "Thanks for your loyalty" and "Thanks for standing by us." On the other hand you have Dominos creating a PR crisis by bringing to our attention just how crappy everyone thinks their pizza is and crafting an honest message that acknowledges their weakness in the market: "We know our pizza tasted like cardboard but now we've made it better." Here's an interesting article about Dominos approach.
These stories have been a good lesson for our girls as we teach them about the importance of building a positive brand image, crisis management and the role of PR...they may not understand the industry jargon but the bread + butter project is teaching them business lessons that will serve them well as they apply these principles to future endeavors.
But I'm still fascinated with Dominos "let's promote our new pizza by admitting how crappy it used to be" approach. I have to give them high grades for gutsiness. And it has certainly garnered them a lot of attention. But what do you think: genius marketing maneuver or PR disaster? Weigh in by clicking "comments" below.
Enjoy your night everyone. Hey, why not order some pizza?
Click "comments" below to add your thoughts or visit our SHOP
Thursday, March 11, 2010
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I think the Domino's campaign is BRILLIANT! And GUTSY!
ReplyDeleteIf they had just said "new and improved" no one would have believed them or paid attention. There is so much bulls*** in advertising, and corporations in general, that when a company says "We screwed up but we fixed it" people take notice and appreciate the honesty. Climbing down from my soapbox now....