Abstract
It is not a particularly happy ending, but we are left in no doubt as to the importance Domino’s Pizza place on their ability to deliver. After all, it is upon their commitment to this promise that the brand is built. The message within this particular story resonates strongly throughout the organisation, giving employees a very clear idea of what their brand values are, while showing consumers exactly what promise lies at the heart of the Domino’s brand.
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© 2010 Springer-Verlag Berlin Heidelberg
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Fog, K., Budtz, C., Munch, P., Blanchette, S. (2010). Branding Through Storytelling. In: Storytelling. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-88349-4_1
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DOI: https://doi.org/10.1007/978-3-540-88349-4_1
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-88348-7
Online ISBN: 978-3-540-88349-4
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