Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Domino's Rebuilt Its Brand by Admitting It Was Bad
In this episode, we explore how Domino's Pizza turned a near-death experience into one of the greatest brand rebuilds in modern business history. In 2009, the company's stock traded at just $3, and its pizza was consistently rated the worst among major chains. Instead of doubling down on marketing spin, Domino's did something radical: it ran ads featuring real customer complaints—and then admitted the product needed a complete overhaul. The 'Pizza Turnaround' campaign, combined with a new recipe, digital innovation, and a customer-first culture, transformed…
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