Marketing in the news

 Domino’s first refresh in a decade

This article peaked my interest mainly because I often choose dominos when choosing a place to order out and the new branding with its vibrant colors caught my attention. Domino’s recently launched a new brand refresh which might be odd because typically a brand refresh is done when a brand is failing, but Domino’s is doing better than ever before. “ “Most companies rebrand themselves when they’re struggling, but after years of category defying growth, this refresh is about continuing to push to be the best version of ourselves,” said Kate Trumbull”. This brand refresh will show how much they have grown over the past years prior and show there customer base that they are new but still the same. Instead of coming out with a new tagline they are calling it a “cravemark” this is a new audio and visual representation of the brand. In this “crave mark they stretch out the “mmm” sound in the middle of Dominos, this slogan is being voiced by musician Shaboozey. Adding Shaboozy to there new jingle is a good move with him because he is a rising talent and his new songs topping the charts peaking at number 1 on the billboard hot 100. As well as how he crosses genres in music and spans many different audiences with his different genres most known for his recent country switch. Along with the new “cravemark” they launched new packaging with a more vibrant red and blue on their boxes. This new packaging adds a lot in new marketing relevance by adding new loyal customers to their business from the more recognizable packaging. This new packaging brings adds elements of the 70’s and 80’s with the new brighter colors. “ the brand’s red and blue have been sharpened into the “hottest” version of each color…“ Blue is traditionally considered cold, but it can be hot. If you put it against the right red, it can vibrate. Also, blue, quite literally, is the hottest part of the flame,” Talbot said.”



The values proposition that this brings to the company is more of a modernization to its products and more easily recognized packaging with the vibrant colors of the new boxes. These new branding changes are an attempt to be more aimed at the younger generations to hopefully boost their sales even higher. I personally think that they did well with this new marketing, although the main thing i would change is the minimalistic take they went with it. I think they should have done more with it, making it an even bigger change even though it would be a bigger risk. They should have also made more of a merchandise line with it, like how In-N-Out has shirts, bags, cards, etc. One thing that I learned from this article is that even when your business is doing good rebranding may be a good idea because when you already have all these eyes on you it just might bring more people to your business. 


Sources: 

https://www.dominos.com

https://www.marketingdive.com

New slogan link: https://youtu.be/tRbicFz0dRg



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