Flaws as a brand differentiator

Admitting to one’s weakness may be a counter-intuitive way to establish trust. Imagine coming up with collaterals on why people SHOULDN’T buy your product. And selling to them in process.

Can you be successful with that? Three examples.

Dominos

In 2009 Dominos was making a comeback. They had consumers bad-mouthing them. Dominos launched a slew of self-deprecating campaigns on “Sorry for sucking” starting their turnaround.

They focussed on

• Acknowledging their pizza sucked and what they did about it.
• Using only original pictures (and not trick shots).

Pepsi

For many, Pepsi is a second choice. What if Pepsi chose to address it? The ad titled “Pepsi- More than Ok” was launched during NFL-19. Pepsi pokes fun at itself around the popular perception. Watch.

Avis
Avis car rental addresses why you should choose them over Hertz. Real and relatable.

It’s important to be authentic and ensure the flaw you’re addressing is a widely accepted one. It shouldn’t sound like a job applicant saying “I care too much” as their weakness.