O'Reilly logo

The Human Brand: How We Relate to People, Products, and Companies by Susan T. Fiske, Chris Malone

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter Five

Take Us to Your Leader

What we learn from the people behind the things we buy

Back in 2009, Domino’s Pizza was in the final stages of a chain-wide makeover with an entirely new set of recipes for its hand-tossed pizza. When it came time to shoot commercials in support of the new “Pizza Turnaround” campaign, Domino’s ad agency didn’t prepare a script or audition any actors. Instead, a documentary film crew was hired to interview Domino CEO Patrick Doyle, the company’s head chef Brandon Solano, and a handful of other company employees. In their own words, each of them expressed to the camera the same direct, disarming sentiment: “We’re sorry our old pizza wasn’t very good.”1

Long before the ad campaign had been conceived, Domino’s ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required