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Straight-Talk Marketing Pays Off For Domino's

Domino's tosses barbs at itself, and it is paying off - chicagotribune.com

"You can't do candor all the time, but once or twice, it works." states Mac Brand, a consultant in Chicago for Bellwether Food Group Inc.

My question: why can't you do candor all the time? And why shouldn't you?  Concluding otherwise implies a level of confidence in fooling a great many of your customers at least some of the time. How many leading brands are built and sustained on THAT foundation?

Your customers are usually the first to find out about your lousy quality, not the last. So just whom are you kidding by not "doing candor all the time?"

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