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Archive for April, 2009

Domino’s followed the right recipe in defending a tasteless PR effort

Saturday, April 18th, 2009
By: Allen Adamson
Domino’s knows the recipe for getting its pizza out the door fast and right. It also knows the recipe for smart action in times of PR dust-ups. After a couple of pranksters (and now former Domino’s employees) posted a satirical video about the company on YouTube, the company acted in precisely the way it should have, using four key ingredients for situations like this one. First, it acted fast, putting together an explanatory video of its own. Second, it made use of multiple media channels, most appropriately those that would reach its intended audience. Third, in the video, the president of Domino’s didn’t shake the “big industry,” fist, but rather made clear who had been hurt – the 125,000 hard-working employees of the company who are like hard-working people everywhere. Real people with real lives. Last ingredient, the Domino’s video was simple, to the point, and not at all slickly produced, making it appear as credible and heartfelt as it was. In a marketplace of instantaneous connection with the potential for spontaneous combustion, the Domino’s brand followed a perfect PR recipe for success. Read more about it in MarketingShift here.

It’s not an easy time to be a down and out brand

Friday, April 10th, 2009
By: Allen Adamson

Photo courtesy of Gavin Gilmour via Flickr

What do you do if your company’s brand goes from highly desired to highly disdained as a result of current events? Over the past several months, this has become the case for brand names that represent the height of luxury and the height of environmental incorrectness in the minds of consumers. But marketers shouldn’t consider the treatment of brands like these to be one and the same. In a column in Forbes online, I explain why – and how to approach each of these mutually exclusive situations. Worth a read for any company whose brand name is in either category.