The Importance of Brand Transparency: Lessons from Dominos Pizza

Written by: William Hanrahan

May 21
The Importance of Brand Transparency: Lessons from Dominos Pizza Tim McIntyre, Domino's

“You no longer own your brand.” Dominos know this more than most after they experienced what you could call a classic example of a social media crisis when two employees from a North Carolina Domino's location uploaded a scandalous video on YouTube.

Tim McIntyre, the Vice President of Communications, described in detail the extreme lengths the company took in order to transform its brand and demonstrated how to take control of your brand to become part of everyday consumer conversations. A great example of this is when their CEO immediately went on YouTube to respond to the incident.

This was the first time such a communication had been done; they took an opportunity from the crisis leading him to state what I found to be a really interesting comment that certainly moves away from the old way of thinking, “never waste a good crisis.” To do this be honest, blunt and open in your communication in addressing the issue.

Based on negative feedback Domino’s received on their pizza, they took the time to listen to customers and reinvent their product offerings. I enjoyed hearing him describe the process of picking the new ingredients and the ways that they came together on a pizza, reminding us of the important fact that “two ugly people CAN make pretty baby!”

Dominos developed a culture of transparency by starting to listen to their customers. This strategy was proven successful as we saw their share price jump from as low as $4.71 per share in 2009, to a high of $59 per share in 2013.

I learned that innovation is key to success. Dominos not only revolutionized its product line, but its entire look and communication strategy to become more willing to do something different.

What are you doing differently, and who is controlling your personal brand? Join the conversation and engage with your audience.

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