The Brand Farm

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Brand Transparency: Strategic or Risqué ?

Originally Posted on www.smebranding.com/blog

Real pizza is not “puffed up,” and that’s how Domino’s plans to separate itself from the competition.

"Here at Domino's, we don't think our inspired Domino's pizza needs the "extra" things typically done to food at photo shoots to look mouth
watering. Our pizza is good enough to stand on its own. That's why we're
making the following promises about how we photograph our pizzas from
this day forward. Did we just buck the food photography trend? Oh yes we
did.; - Russell Weiner, Chief Marketing Officer

That’s a pretty strong declaration.

In the latest phase of Domino’s’ new marketing strategy, the pizza shop launched the “Show Us Your Pizza”
campaign- a crowdsourcing effort that capitalizes on user-generated
content to prove its pizza is “good enough to stand alone,” promising
consistent quality upon delivery across the franchise. On the surface,
it’s a rather bold statement, but just one of many events taking place
to enhance its brand value, which, according to the company website,
states that Domino’s is dedicated to:

Putting People First
Demanding Integrity
Striving for Customer Loyalty
Delivering with Smart Hustle & Positive Energy
Winning by Improving Results Every Day

But how risky is this pledge? How risky is allowing your brand to be THIS transparent and controlled by consumers? It’s definitely a sign of pure confidence
in what Domino’s can deliver, but what happens when there is a glitch in
the system? When, on any particular day, an employee doesn’t “show
up” and skips a step in the quality control process?

Though “big brother” is always watching, he can never be everywhere at one
place, so it’s important for Domino’s, or any brand, to ensure that its
values are articulated throughout the organizational structure- from the
front office down to the delivery drivers and across the assembly
line. It’s significant in the hiring process to make clear, the
company’s expectations and demands and to put it in practice at all
times.

Otherwise, one misstep, a single upload of a pizza in rare form, can make Domino’s popular marketing tactic and affirmations null
and void.

Originally Posted on www.smebranding.com/blog

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