Soon after the video hit YouTube and started to make the rounds, Domino's responded with its own video apology, and they posted apologies on YouTube, Twitter and Facebook.
Still, online communications pundits seem to believe that the company didn't do enough, fast enough, to combat this incident and that the video and their response had "damaged" the brand.
You know a story like this is peaking when the New York Times weighs in, and so they did, saying,
In just a few days, Domino’s reputation was damaged.
The proof of brand damage? Found online, of course:
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.
An online survey? Is that a joke?
Two observations: Domino's pizza is terrible: cheese and tomato sauce on cardboard. It's hard to imagine that their brand's "quality" image was materially harmed by a sophomoric (obviously) online video. And how many of Domino's core customers are tracking the brand online? I didn't do any man-on-the-street interviews, but I doubt that the "average" Domino's customer cares what is being said about the company online.
Even as powerful as the online world can be at times, it's still only a tiny fraction of the real world. My advice is to keep that in mind, and in perspective.
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