Wednesday, May 6, 2009

Will the YouTube Video Destroy Domino's Brand?

Larry Green, Corporate Web Director at Landor, wrote an interesting blog article, "You got three destroy your brand" about the recent YouTube video posted by disgruntled Domino's Pizza employees.

He identifies some good points that companies should consider.

But I think he overstates things when he says about destroying your brand in three minutes.

I agree with the concept that it takes a long time to build a reputation, but it can take a short time to destroy it.

However, I think in this incident, customers will blame the employees, not the company. But that doesn't mean that some people now will think twice before ordering from Domino's. Look, people went back to Jack in the Box after the E. coli outbreak -- some reports claim the company turned the scandal into an advantage.

Domino's has that opportunity now. But one lesson is for companies that choose to ignore social media because they don't understand it or don't like the lack of established metrics: You've got to monitor social media and participate in social media to give you the tools and context to address a potential online crisis.

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