In the ever-changing world of 2025, the role of a branding expert is a paradoxical one.
It is both the simplest and most challenging occupation.
The fickleness of public taste makes it difficult to predict what will be popular tomorrow, despite today's trends. Even the most seasoned PR professionals cannot manipulate the passage of time. However, as Domino's, the fast-food pizza chain, can attest, it's not always as complex as it seems.
On October 8, Domino's announced a rebranding of its iconic pizza chain, a move that corporations often undertake. Unlike other recent, notable examples, Domino's corporate makeover has been largely well-received. The rebranding is relatively minimal, but there are a few key elements worth noting.
Firstly, Domino's has chosen to retain its red, white, and blue-inspired theme, a clear nod to its American roots. Secondly, the new branding, apart from playing off of "mmm", largely sticks to the traditional Domino's logo that its customers have come to recognize and appreciate. These two factors starkly contrast with some of the less successful rebrands of late.
According to Western Journal, recent rebranding attempts by other companies have not been as successful. Cracker Barrel, the restaurant chain, faced significant backlash following a logo change that was not well-received by its patrons. The new, more sterile colors and logo, coupled with the removal of "Uncle Herschel," led to such an uproar that Cracker Barrel quickly reverted to its old logo.
Similarly, luxury car company Jaguar also suffered from a poorly executed rebranding campaign. The company is still recovering from the ill-advised decision to launch a rebrand commercial featuring numerous androgynous models and, notably, no cars.
Perhaps the most controversial rebranding attempt was by Bud Light, which sparked outrage among many beer drinkers by collaborating with self-proclaimed transgender influencer Dylan Mulvaney.
However, Domino's seems to have successfully navigated the rebranding process by avoiding the pitfalls that its corporate counterparts fell into. Its subtle rebranding appears to be exactly what consumers want.
A branding expert told Fox Business, "Domino's is avoiding that trap by protecting the signifiers customers trust the logo, the name and the pizza-first focus while turning up energy in places that matter that new jingle is going to grow on people."
A crisis and brand communications strategist also shared with Fox Business that Domino's understands "that the next wave of consumers Gen Z and Gen Alpha want brands that feel both timeless and current."
This understanding of what consumers want, coupled with a respect for tradition and a focus on the product, seems to be the key to Domino's successful rebranding. It's a lesson that other corporations may want to take note of as they navigate the unpredictable waters of public opinion in the future.
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