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Reversing Negative Momentum

Domino's Pizza recently launched a bold, unorthodox campaign to resurrect its image. In a series of ads and on its website, www.pizzaturnaround.com, Domino's airs actual customer complaints about the poor quality of its traditional pizza, and promises better taste from newly released recipes. It certainly must be painful for the pizza chain to admit that customers thought its pizza crust 'tasted like cardboard' or felt its food was 'bland' or 'processed.' Yet, Dominos' honesty has a refreshing ring. Not often does a business publicly assume responsibility a poor product.

Through its marketing blitz, Domino's Pizza is attempting one of the most difficult feats in leadership: reversing negative momentum. They aren't alone. 2008 and 2009 were tough years for almost everyone as stocks sunk, home prices plunged, and unemployment crept above 10%. How …

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