Is vulnerability good for brands?

Vulnerability is typically not something a brand wants to admit or address, which is why the recent Domino’s ad campaign is not just surprising, but effective and refreshing. Domino’s business has been struggling in the past few years while brands like Papa John’s have emerged as category leaders. Historically, Domino’s relied on fast delivery as a differentiator, but we all know that isn’t enough – consumers want more. After learning their pizza was below par from focus groups, the company realized they had lost sight of their core brand proposition – good pizza. Instead of just making a better pizza, they embraced their shortcomings in a creative campaign to reveal a transparent company culture and a commitment to improved product.

The outcome has been compelling and persuasive.

Via TV spots, Facebook, YouTube and Twitter, J. Patrick Doyle, Domino’s president, expressed how important it was for their company to listen to their consumers – their most important asset. Since the new launch, Domino’s has seen profits climb to $23.6MM, and it’s quite likely the increase in sales has less to do with the new ingredients than the way the brand’s vulnerability was put on display. Some have indicated that curiosity has created an increase in sales, but that Domino’s can’t maintain the current level of interest. I argue Domino’s can uphold themselves via transparent creative. They didn’t just make a better pizza; they used their consumers to explain why they needed a better pizza. By continuing a candid one-to-one conversation with consumers, Domino’s will remain relevant and legitimate.

Vulnerability is traditionally seen as a weakness or flaw. However, the Domino’s example proves that it can be a symbol of strength. There’s something powerful about a brand that can demonstrate true transparency and have the confidence for consumers to see and embrace them for who they really are. By addressing weaknesses and expressing humility, you can build trust and loyalty. Domino’s used this vulnerability as a point of differentiation and leveraged it in their communication.

It’s important for brands to understand the differentiators that cause consumers to chose one product over the other and be true to their identity. As such, there are three areas of vulnerability that brands need to be aware of:

1)      Market related changes: For example, social values may change, competitors may enter the market, etc.

2)      Essentials: The core value/proposition needs to be maintained– whether its safety, quality products, or service.

3)      Differentiators: Never lose sight of the unique brand qualifiers