Domino's

I’ve been watching Domino's Pizza with interest for a while now. For instance I love their Pizza Tracker, which is a perfect case to show that a good brand-utility application can both garner attention and actually improve on the core brand proposition.

"Good taste" is rarely used to describe great advertising, but Domino's is going to town with it.

It just announced that it has doubled its quarterly profits after telling its customers that it had fixed the taste of its pizzas. It didn't "improve" things or follow any other standard operating procedures of the marketing world; in fact, it violated some of the basic tenets of advertising, such as telling the truth.