Question
Dominos used digital transformation to enhance its brand management by focusing on digital sales. The company started its digital transformation in 2008 when it was at its lowest point. It rebranded itself, changed its recipe, and put an additional emphasis on digital sales. This allowed Dominos to overtake its main rival, Pizza Hut. The digital transformation included improving their online ordering system, developing a mobile app, and integrating with popular social media platforms for easy access and ordering. This not only improved their sales but also their brand image as a tech-savvy, customer-centric company.
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So you've engineered the perfect Brand statement to address the subconscious questions you want to address. But brand management takes place over multiple touch points. For instance, when you think of the pizza company Dominos, you probably don't think of a digital company. However, Dominos was able to overtake its main rival, Pizza Hut, through its digital transformation that began in 2008. The company hit rock bottom before it rebranded, changed its recipe and put an additional emphasis on digital sales.
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