Recruit your own brand army and equip them with grenades, fighter jets and guns…or end up like Domino’s Pizza

Domino’s Pizza has gotten themselves into a lot of trouble thanks to one of their employees. What’s interesting is the fact that they’ve ended up there even though they’ve done their homework on online presence. What’s lacking is obviously enough brand fans.

ReadWriteWeb reports on a video broadcast by two of Domino’s employees. The video that among other things, features an employee who farts and sneezes on a sandwich, was viewed over 500,000 times. RWW writes that Domino’s were quite fast to publish the response (below) to the video where they of course are explaining how something like this could happen – but is it enough?

This is only the beginning. As technology becomes easier to use brands will face industrial sabotage like this every week. The problem tomorrow or obviously already today is the fact that one single employee or competitor for that sake can do a lot of harm…A LOT OF HARM.

In order for companies to stand future attacks, brand communication becomes more important than ever since it’s the only protection they’ll have once something like this happens. Brand communication is the one thing that turns us into loyal and long term brand fans and therefore also gatekeepers.
Brand fans = drones. (Star Wars rock’s, doesn’t it?)

Imagine if Domino’s Pizza would have had a couple of million brand fans only waiting to be called into war. The fans would have killed the employee video with comments and created related videos. Once the official response above was published fans would instantly have created a viral spread of the video. Blogs would have been swarmed and Microblogs would have been buzzed until nothing stood in Domino’s way…

If you’re a brand owner. Start thinking. What can your brand really do for your customers. What can you give away. How can you make your brand fans loyal. And how can you gather their contact details so that you can direct them straight into the war zone? Start building walls, tanks, guns, jet fighters and everything you can think of. Then get your brand fans into training cause when the shit hits the fan you’ll be to close to the front and recruiting new soldiers will be the last thing on your mind.

ps. Just to clear things up. I’m a drone in many cases

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  • http://heimercompany.se/ Magnla

    Really interesting case there.

    ( I acctually dreamt about Dominos last night weird)

  • http://heimercompany.se Magnla

    Really interesting case there.

    ( I acctually dreamt about Dominos last night weird)

  • http://mikkefolio.com/ Michael

    Love how the female in the video is actually a sex offender ^^ Way to hire staff!

    http://ncfindoffender.com/details.aspx?SRN=016454S11

  • http://mikkefolio.com Michael

    Love how the female in the video is actually a sex offender ^^ Way to hire staff!

    http://ncfindoffender.com/details.aspx?SRN=016454S11

  • http://onemorecupofcoffe.blogspot.com/ Joanna

    Maybe I’m completely wrong here, but I think the main problem for this type of fast food companies (chains) is that they don’t offer food and service that is excellent enough to turn customers into brand fans. I think in Domino’s particular case, their website and ordering system have definitely helped strengthen the brand (and the 30 minute delivery guarantee, although limited, has certainly helped too).

    However, the food you get is often cold and while it will decently satisfy a temporary craving for junk food, it’s not that good. Taste wise (and temperature wise), it just can’t compete with your local pizza place on the corner. I wonder if that’s makes customers remain just customers?

  • http://onemorecupofcoffe.blogspot.com/ Joanna

    Maybe I’m completely wrong here, but I think the main problem for this type of fast food companies (chains) is that they don’t offer food and service that is excellent enough to turn customers into brand fans. I think in Domino’s particular case, their website and ordering system have definitely helped strengthen the brand (and the 30 minute delivery guarantee, although limited, has certainly helped too).

    However, the food you get is often cold and while it will decently satisfy a temporary craving for junk food, it’s not that good. Taste wise (and temperature wise), it just can’t compete with your local pizza place on the corner. I wonder if that’s makes customers remain just customers?

  • http://onemorecupofcoffe.blogspot.com Joanna

    Maybe I’m completely wrong here, but I think the main problem for this type of fast food companies (chains) is that they don’t offer food and service that is excellent enough to turn customers into brand fans. I think in Domino’s particular case, their website and ordering system have definitely helped strengthen the brand (and the 30 minute delivery guarantee, although limited, has certainly helped too).

    However, the food you get is often cold and while it will decently satisfy a temporary craving for junk food, it’s not that good. Taste wise (and temperature wise), it just can’t compete with your local pizza place on the corner. I wonder if that’s makes customers remain just customers?

  • http://www.ronnestam.com/ ronnestam

    Chipotle and YoSushi are two examples that I would say are exactly the contrary to what Dominos is. They are both about fast food but they’ve turned the experience into something else than what you’re explaining.

    They are not ready for war just yet though ;)

  • http://www.ronnestam.com/ ronnestam

    Chipotle and YoSushi are two examples that I would say are exactly the contrary to what Dominos is. They are both about fast food but they’ve turned the experience into something else than what you’re explaining.

    They are not ready for war just yet though ;)

  • http://www.ronnestam.com ronnestam

    Chipotle and YoSushi are two examples that I would say are exactly the contrary to what Dominos is. They are both about fast food but they’ve turned the experience into something else than what you’re explaining.

    They are not ready for war just yet though ;)

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