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How to Destroy Your Brand

Once you decide on on the direction of your brand, never forget it and never deviate from it. I noticed two recent examples of brand deviation or destruction by major corporations.

Recently, Domino’s announced that (after 40 years) they discovered their pizza wasn’t good! Can you imagine that? So they reinvented their pizza and recent advertising has focused on nothing but how proud they are of their new taste.

Domino’s became a $1.4 billion company with bad pizza because they hit on a great niche with a great brand slogan “30 minutes or it’s free”. Apparently, their customers liked bad pizza, never cared and/or just wanted fast delivery. Now, they abandoned their brand and have to compete on taste. But after trying it yesterday, I don’t think that’s going to be successful.

Even more egregious, I just received an astonishing email from FedEx. What do you think of when you think of FedEx? Probably, the same thing I do. Reliability.

Now, FedEx is offering an alternative to reliable delivery. Cheap and unreliable! The e-mail which you can see below asks “Do you want reliable or economical?” Which one do you want?

1 Comment »

  1. I don't think you understand FedEx's message in this campaign.

    It seems to me that FedEx is offering economy WITH their reputation for reliability.

    "Do you want reliable OR economical?" The answer "yes" is their way of saying that you can have both. You don't have to answer one or the other.

    Comment by deedub81 — 6/24/2010 @ 5:25 am

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