In new Domino’s ad, failure is an option
Tom Dougherty, CEO – Stealing Share
15 May 2014
Domino’s ad tries a different approach
A new Domino’s ad launched a massive advertising campaign (north of 5% of its sales) to convince us that we should buy its new Specialty Chicken. What is strange about these ads is that they come under the backdrop of failure being an option at Domino’s. The ad is a strange mix of “buy our product” and “it’s okay for us to fail sometimes.”
“Even still, I am not sure what that says about Domino’s – ‘We’ll make anything and, if it sells, we’ll keep it?'”
As I thought about the ad, it seems like Dominos is apologizing for its Specialty Chicken and hedging its bets a bit by saying, if it fails, it’s okay (but we still want you to buy it). It would seem much more genuine if the ad was about Domino’s and not about a product it was trying to sell.
I think the intention was for Domino’s to say that it is not like every other pizza delivery because it tries to bring you interesting and innovative products – and we know sometimes that means they fail. Even still, I am not sure what that says about Domino’s – “We’ll make anything and, if it sells, we’ll keep it?”
In either case, what this tells me about Domino’s is it has little clue what it is. More importantly, it has no clue what its brand is about or who it is for and not for. Domino’s is taking the “we can be all things to everyone” approach, which means Domino’s is for nobody.
The best brands are a reflection of who they believe their target is and I have yet to see demographic data for “those who see failure as an option.” The Domino’s brand is headed in the wrong direction.
Nextdoor Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...