Written by: Vickie Sullivan  |  October 15, 2024

Why Vibe Matters: Lessons from the Domino’s-Cowell Advertising Campaign

What do pizzas and talent shows have in common? According to a recent Domino’s Pizza advertising campaign, both need Simon Cowell.

Unique advertising mashups have been popular for years and became ubiquitous in 2024. However, these relationships depict a more significant trend for thought leaders: the rise of the branded vibe.

But in the age of influence, expertise alone doesn’t drive opportunities. Cowell wasn’t selected for his credentials. Domino’s Pizza chose him for his backstory. The company hired him for one reason: his blunt, “but I’m right” communication style. That makes him a great introduction to Domino’s quality captains, the real objective of the advertising campaign.

You may not think so, but this dynamic is at play in the B2B market. How you show up not only grabs the spotlight; it also allows you to create relationships with your marketplace. That relationship can be a tool for what the client really wants. Like Cowell highlighted the hard work of the quality captains, your vibe can be leveraged in sponsorship or brand ambassador deals.

Creating a new version of a brand voice takes some strategy. A good starting point is to ask yourself: What can I be a conduit for? What can I help my clients do?

Listen: The First Steps for Defining Your Vibe 

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