Slogan Doctor: Domino's Pizza

John Morrish studies Domino's choice of slogan, 'It's what we do'.

by John Morrish
Last Updated: 09 Oct 2013

The slogan for Domino's Pizza in the UK and Ireland was introduced in a TV campaign last June. It's integrated into its logo and appears on its menus and Twitter page.

Domino's credits the line to its agency, Big Communications, which it says sums up 'everything that makes Domino's different'.

But there is nothing different about the slogan. It could be used by anyone, although it helps if the name of the company is self-explanatory - Phones4u has registered 'It's what we do' as a trademark in its market.

A Google search finds many British firms using the line in their marketing - and it is even more popular in the US.

Is it too much to ask that a slogan has an element of originality? That's not what Domino's Pizza and Big Communications do.

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