by Johnny Lui
Sep 15, 2015 9:30:00 AM
Picking up where I left off in my previous post, Domino’s Pizza is a household name –and sure,people usually just refer to the company as “Domino’s” –but why change it all of a sudden? There are several reasons as to why a company might want to refresh their brand.
In some instances, businesses are put in a position where they need to rebrand. In the case of mergers and acquisitions, rebranding facilitates the solidification of a brand identity that better encompasses the values, philosophy, and/or mission statement of the new entity. Sometimes when a business branches off on its own from a larger business, rebranding focuses the direction of both businesses.
Over time, a business may garner a poor reputation or consumers directly or indirectly acquire a negative association with the business. By rebranding, businesses can distance themselves from unfavorable perceptions and have a fresh start.
A business may also be pressured to rebrand to establish individuality in the marketplace or through legal measures if their name or logo resembles a competitor’s. Because brands are coveted and represent real tangible business value, businesses want to ensure that their image is protected and their products are distinguishable from others by potential consumers.
In other instances, businesses choose to rebrand themselves. Rebranding may be a necessary step in revitalizing a business for consumers and maintaining relevancy in an economically competitive marketplace, because some consumers may have no idea a business exists let alone what they do. Those familiar with a brand may also become bored with it. Rebranding modernizes the business and signals to consumers and the industry that the business is dedicated to keeping up with trends.
Furthermore, rebranding can draw consumer awareness to a business and attract a completely untapped demographic. A rebrand can govern a transition when anticipating growth or entering a new market and better reflect what the business will offer through its expansion.
And this is why Domino’s Pizza wants to be known only as Domino’s.
Beginning in the new millennium, along with converting popular foods into pizza form (e.g., the Philly Cheese Steak Pizza), the chain started diversifying their menu from bite-sized foods to sandwiches to bread bowls filled with pasta. The decision to drop the “pizza” was to gain a wider hold in the fast food market. The brand is about so much more than pizza now…and they want you to know that.
But why fix what isn’t broken at the risk of possibly alienating an established fan base? Obviously, the decision was not made on a whim, and there was a lot of forethought on the ramifications of this change. According to CNN Money, the gamble paid off.
The article outlines a series of changes Domino’s made to rise above other pizza chains, one of which was expanding the menu. However, there is no mention of the name change. In fact, the photo in the article shows the old logo.
Likely, the rebranding to Domino’s was to demonstrate support for the other menu items to customers. At any rate, it appears that the company is pulling it off. How might other businesses do the same?
Jessica Kleiman, contributor to Forbes.com, wrote an article about how to rebrand in 5 easy steps. To summarize:
- Do your research.
- Invite input (but not too much!).
- Be clear about what you want to accomplish.
- Get buy-in from the right constituents.
- Put a process in place to ensure consistency and longevity.
Though I agree with much of what she wrote, I would reconsider the order of these steps. I think it’s important for a business to be clear about what it wants to accomplish through rebranding. After establishing these goals THEN do your research.
Having clear objectives in mind informs market research to determine the best angle the rebrand should take. The information gleaned from consumer behavior data becomes a base for others’ input before proceeding, provides convincing evidence to constituents to jump aboard, and constructs a blueprint for executing and sustaining the transformation.
It’s difficult to say when Domino’s will completely shake its pizza chain image or whether this move will eventually surmount their long-time rival Pizza Hut, but one thing’s for certain:
Those pasta bread bowls? WAY too many carbs for one man.
