Dominos addressing some of its deficiencies 

Tom Dougherty, CEO – Stealing Share

11 January 2010

Dominos marketing doesn’t mean a new brand

Dominos pizza logoDomino’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.

See more posts in the following related categories: Branding Domino's Marketing Pizza

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

The Ember mug makes you smarter

  The Ember mug   Tom Dougherty, CEO - Stealing Share 21 May 2019 The Ember mug makes you smarter My youngest son and his wife are notorious for giving some of the coolest gifts known to man. They are a thoughtful (and creative) couple. So whatever they’re...

Clif Bar logo comes alive, mystery dies

  Clif Bar   Tom Dougherty, CEO - Stealing Share 20 May 2019 Clif Bar logo comes alive, mystery dies When it comes to branding, there’s always a fine line between keeping the mystery alive and blowing it open for all to see. Take Clif Bar, which is unveiling...

Social media study shows struggle with importance

  Social media study   Tom Dougherty, CEO - Stealing Share 13 May 2019 Social media study shows struggle with importance Many marketers love social media because it’s cheap. And you can measure it in terms of likes, shares, retweets and comments. But, as a...

Stealing Share branding nonprofits

Tired of hearing the same old shit?

We know its crazy. Read our white paper on fixing what's wrong in the QSR category.

Congratulations, your white paper will be coming soon!

Share This