Dominos, the idiot employees and web 2.0

What do you do when idiot employees damage your brand?

Two Dominos employees filmed a kitchen prank and then posted the video on YouTube. Shortly thereafter, a million people had watched the video and were revising their opinion of Dominos.

A Video Prank at Domino’s Damages Its Brand – NYTimes.com reports:

“‘We got blindsided by two idiots with a video camera and an awful idea,’ said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. ‘Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.’

In just a few days, Domino’s reputation was damaged. The perception of its quality among consumers went from positive to negative since Monday, according to the research firm YouGov, which holds online surveys of about 1,000 consumers every day regarding hundreds of brands.”

Will Dominos recover?

Of course it will. But immense damage has been done to the brand.

If I were advising the company on PR, I’d suggest they create a campaign using social media to boost their brand, and fast.

Could this kind of damage happen to your business?

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[tags]marketing, PR, branding[/tags]

Author: Angela Booth

Copywriter Angela Booth's clients tell her she performs "word magic." Whether she's writing advertising materials, Web content, or ghostwriting for her clients, she's committed to helping them to achieve results, fast. Author of one of the first books about online business, Making The Internet Work For Your Business, Angela's written many business books which have been published by major publishers. She's an enthusiastic self-publisher and writing teacher.