Proof That Domino’s Message Is Working

In a follow-up to my blog post, Yes, Our Pizza Sucks! Domino’s Latest Credibility Investment, I want to share with you evidence that the company’s gutsy marketing strategy is working. Take a look at the chart to the right. Notice that Domino’s stock price has nearly doubled since the launch of its marketing campaign.
I know [...]

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How To Convince Customers That You Are The Superior Choice

How do you convince a skeptical public that your product or service is the superior choice? How do you inject believability into your marketing message without delivering the ho-hum claims and clichés that customers loathe and reject?
You demonstrate confidence in your product or service with a credibility investment.
Saddleback Leather Company brazenly dares you to compare [...]

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Say Goodbye to Burger King’s Parade of Hype (Let’s Hope)

Sex-crazed young men across the nation will be sad to learn that Burger King will no longer torment the rest of us with its gimmickry, hoopla and hype.
Michele Miller recently commented on her WonderBranding blog that sliding sales have caused the head honchos at Burger King to finally wise-up and understand who buys their product. [...]

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Toyota: The Fragility of Credibility And Trust

As we continue to explore methods to connect more deeply with your customers, I want to turn your attention to Toyota and the fragility of credibility and trust.
Make no mistake, selling a bushel of rotten apples will cripple any company’s credibility. But Toyota’s recent quality and recall headaches are especially devastating.
For more than three decades, [...]

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Building A Mosaic Of Trust

The 2010 Edelman Trust Barometer was released today, so I thought it might be good to highlight some of its key findings here. The Edelman Trust Barometer is an annual survey measuring the public’s trust for institutions (business and government) and the credibility of information sources.
2010 Edelman Trust Barometer Highlights:

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