How to Lead with Brand

When Domino’s hit rock bottom in 2009, they could have pinched pennies – cheaper sauce, smaller pizzas – hoping to squeeze more profit and stay afloat a bit longer. But that would be like poking holes in your sinking ship hoping it makes you faster.

Instead, they made a decision built on brand. They owned the criticism ("our pizza tastes like cardboard"), invested $75 million in ads admitting their faults, and rebuilt both their recipes and reputation.

That's leading with brand: knowing where you want to be, calling your shot, and investing in the strategy to get there.

Compare that to Southwest Airlines right now. A few business emergencies and they're surrendering what made them special. No more unassigned seating. No more free bags. They're abandoning their unique market position to mimic industry giants.

They traded their brand for a spreadsheet. They lost their battle with private equity and now they're just another commodity competing head-on with larger players. Why should people go out of their way to choose them?

Lead with brand. Protect what makes you different, or become forgettable.