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Domino's is Facing a Positioning Identity Crisis. Two actually.
In 2012, Domino's dropped "pizza" from its company name and unveiled a fresh, modernized logo. If you didn't know that happened, you're not alone. Now, more than three years later, Domino's is just starting to advertise the change. The company is having a positioning identity crisis.
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Brand Purpose: Beyond features and benefits, companies win with their whys
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.
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