Dominos addressing some of its deficiencies
Tom Dougherty, CEO – Stealing Share
11 January 2010
Dominos marketing doesn’t mean a new brand
Domino’s Pizza is addressing the issues of best practices that affect the entire mass marketed pizza category. The new ad campaign takes the product deficiencies head on. This is the first step in preparing a brand to steal market share. Kudos to Dominos.
After they deliver a great product, which is definitely lacking amongst all the competitors (excepting the local pizza shops), Domino’s is positioning itself for dominance.
Next, they need to address the highest emotional intensity in the category and the self-identification that is the hallmark of stealing share. Sorry Papa John’s — Better Ingredients should not be a differentiating brand promise. If Domino’s does it right, “better ingredients, better pizza” won’t be important anymore.
Fox News brand Tom Dougherty, CEO - Stealing Share 19 June 2017 The Fox News brand changes for the better? What’s your opinion of the Fox News brand? I assume it depends on your political leaning. Those on the left believe the network is overly biased to the right....
Brand Stickiness Tom Dougherty, CEO - Stealing Share 15 June 2017 The brand stickiness of Trump is about emotion Brand stickiness is often tossed about when rebranding. The idea is to make the brand message more memorable. To say it a different way, making the brand...
Game of Thrones spinoffs Tom Dougherty, CEO - Stealing Share 14 June 2017 Game of Thrones spinoffs will bore me I’ve seen every episode of Game of Thrones. Some of them, like “The Red Wedding,” more than once. Which is why any Game of Thrones spinoffs seem like a bad...