Admitting that your brand sucks may be the only way to save it.
One of the hardest things to do in marketing is to look at your brand objectively and try to see the flaws in it. This is your baby, your DNA. You spend 23 hours a day thinking about it and obsessing over it to make sure that every hair is in place and its outfits are perfect and everything is up to par. Yet, the kids at school just might not like it. Maybe they’re just bullies.
If it keeps happening, you might have to take off your love blinders and see what everyone else sees: your brand sucks. And the only way to make it better is admitting that to yourself and, quite possibly, the entire student body.
Remember Domino’s Pizza Turnaround? After a huge PR scandal following a viral video with two disgruntled employees adding some “special bodily sauces” to pizzas in the kitchen, Domino’s seized the opportunity to launch a campaign based on one simple fact: You think our pizza is bad, and we hear you.
They highlighted scathing reviews on national commercials, featured heartbroken corporate chefs vowing to do better next time, and promised that change was coming to your friendly neighborhood cardboard pizza joint. After years of ignoring all the brand bashing that was happening, Domino’s finally listened (thanks in no small part to the enhanced consumer insights provided by social media feedback) and admitted they had a problem with their product.
What happened next was amazing. Domino’s went to great lengths to reboot their recipe from scratch and create something delicious, all the while keeping customers posted via Facebook updates, Tweets, YouTube videos, and TV commercials. Their honesty and transparent commitment to fixing what was broken paid off: the brand just reported same-store quarterly sales gains of 14%, one of the highest ever for a fast-food restaurant chain.
Bottom line— “Our pizza was bad, we fixed it, please give us another chance.” AND IT WORKED. Here’s how to do the same for your brand:
- Swallow your pride. Be smart enough to realize when things are broken, and just admit it. there’s no shame in starting over.
- Focus on the feedback. What are your customers saying? Be sure to incorporate their ideas and thoughts into your plan to un-suck your brand. It shows that you’re not only listening, but that you value their opinions.
- Show, don’t tell. Talk is cheap. You can take out ads explaining your relaunch plan or write lengthy “vision statements,” but those hold zero interest to anyone looking to buy something. What exactly have you changed, and why is it better than before? Demonstrate.
Everyone loves a comeback, right?
30-Day Challenge #13
