I am jeffery hayzlett, and i am on a journey inside the biggest brands in america. I have been a cmo, a ceo, and a boardroom cowboy. Now i am visiting executives in charge of the most powerful companies in the world to see how they tackle the challenges of the csuite. Im in ann arbor, michigan, at dominos. Im sitting at home watching a commercial when it comes on and says the pizza sucks. Their pizza tastes like cardboard. The focus is on honesty. How do they convince over 1000 franchisees to say that this product they have been selling for 50 years is horrible . This is not something that companies normally do. They are changing their brand promise from 30 minutes or less and now they are reinventing the pizza. They are changing it up. I want to know if that old adage is true honesty pays. As a former cmo, i know every brand has to play to its strengths. It is important to tell customers that you are better than the opposition. But the marketing folks at dominos took a very different
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