The Inkstained Mind: Why should we believe Domino's now if they were lying before?

12 Jan 2010

Why should we believe Domino's now if they were lying before?

It's exactly what Stephen Colbert implies on Comedy Central about their Domino's 'Pizza Turnaround' ad.

http://www.brandfreak.com/2010/01/why-should-we-believe-dominos-now-if-they-were-lying-before.html

Personally, I actually liked Domino's more than most other pizzas. I thought their Cheese-filled crusts were awesome! (Maybe they use better ingredients in India?) I can't quite put my finger on it, but the new ad somehow made me feel quite daft for it!

I am sure the agency and brand management guys had the right intention... But then again, I have a nagging doubt that if any of them continually chose Domino's Pizza over competitive brands (like I did), they'd have an idea of what I feel like right now.

All of it sort of brings us back to what Ogilvy once said about always using (and believing in) the products he helped sell. If we don't believe in it, nothing we do (slick commercial included) will persuade a viewer to.

The customer isn't a moron...

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.