Comments on: How to save a failing brand

By: Agustín Cáceres

Agustín Cáceres — Mon, 22 Feb 2010 00:29:26 +0000

When your brand is worthless, you need to return to basics…

Return to your equity. What does your brand stand for?

Return to your targeted shoppers. What do they need?

What are the Points of Parity – Points of Differentiation with your competition?

Face reality.

Then, ensure you deliver the points of parity.

And EXCEL on few Points of Differentiation.

With luck, you can turn over your worthless brand!!!

By: al

al — Wed, 27 Jan 2010 16:57:49 +0000

cool!

I’ll be honest, I like my pizzas cheap, greasy, and loaded with anchovies. But mostly just cheap! Once you get into Domino’s Pizza prices I’d rather go out for a good curry…

but maybe one day when I’m feeling hungry I will check them out.

By: AnotherGuy

AnotherGuy — Wed, 27 Jan 2010 02:59:17 +0000

By the way, I tried their new pizza tonight.

It’s amazing.

By: AnotherGuy

AnotherGuy — Tue, 19 Jan 2010 00:57:19 +0000

Besides Labour, what other companies have done this and succeeded? It seems like this is a last ditch effort to get things right, and an extremely risky one (like you said).

I’ve seen the video now, and it’s actually pretty inspiring that Domino’s is taking these steps. It will be encouraging to see it work out for them. I’ll have to keep up with this.

Thanks for sharing this story.