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What's missing? "The Domino's video response," says Blackburn. "That's a crucial component of brand editing." Wikipedia's editors typically strike links to anything that smacks of propaganda, but says Blackshaw, "I'd be surprised if Wikipedia pushes back. A response from a Domino's executive to a major controversy is fair game." McIntyre says a Wiki-reply is "on the list...
...Friend Google. If you searched for "Domino's" on Google on April 17, the video, entitled "Disgusting Domino's People," was the third result (the president's video apology, entitled "Disgusting Dominos People - Domino's Respond," was the fourth). If you searched for "Domino's and disgusting," the whole first page of results dealt with the incident. One link screams "Never Eat at Dominos Again." The company has to move more aggressively to cancel out the negative reinforcement in the Google results. Domino's could, for example, purchase ads from Google that would appear at the top right corner...
...Take a Commercial Break. Domino's is between ad campaigns. The recent commercials featuring CEO David Brandon in Washington promising customers a "bailout" via $5 Domino's pizza have stopped airing, and the company plans to unveil new commercials within the next week. Put them on hold, says Subler, the brand expert. "There's no need for mixed messages right now," she says. Her logic: Let things cool down for a few weeks. Introducing TV commercials for a new product may only serve to recall the incident. And people may wonder why the company isn't addressing the negative news...
...Domino's won't be taking this advice. The ads are still on, no question, says McIntyre. "I can understand that train of thought," he says. "'Hey, make the whole thing go away. Wipe the brand from consciousness for a while.' But the other thought is that the more you maintain a sense of normalcy, the faster you'll get back to normal...
...company is trying its best to move forward. Domino's can only hope that its customers let go of controversy as quickly as it likes its deliveries...