Dodo Pizza. Talking about the brand

In 2022, we conducted a study of Dodo Pizza's loyal audience and semiotic communication research in the QSR category. On this basis, we created a new brand positioning for Dodo.

This video explains the key components of the brand platform in simple words. Here are the main sections of the video with timecode and their summaries.

Dodo Pizza is a pizza experience

00:00 Dodo Pizza is about great pizza, fast delivery, convenient app with personalization, comfortable pizzerias and attentive support service. Dodo Pizza is about going over the top with the product, fundamental responsiveness, and attentiveness that converts into action. We are valued not just for our pizza, but for the whole pizza experience.

Values: accessibility, attentiveness, trust, openness, and quality

05:54 We are driven by 5 values: accessibility, responsiveness, trust, openness and quality. Values are things that shape our cultural code and help our business achieve the goals. They are also the compass that helps us navigate through uncertain situations.

Audience – Difference Makers

12:43 The core of Dodo's audience is Difference Makers. They are the most active and demanding. They are the engine of change. In fact, they are regular people who want to make their lives and the lives of those around them better. We, as a brand, want to accompany and support them in this.

The mission – to multiply Difference Makers

18:32 Being proactive and demanding are the main qualities of difference makers. We believe that the world can be a better place if all people become more active and demanding. To enable activism in the society we demonstrate maximum openness; to maintain demands we create quality products. We develop a culture of openness and improve the quality of people's lives so that there are more difference makers. This is our mission. It guides us through every decision we make.

Positioning territory

22:15 Dodo has a strong identity linked to attentiveness and openness: these are our superpowers. New products, deals and promotions can be communicated in a way that references our positioning: everyday practicality and attentiveness. This will help create a strong authentic brand that copies no one and islands out from the competitors. Read more on how to do this in the “Positioning Territory” guide.

Communication

27:58 In communication, we follow our values and our mission to multiply Difference Makers. We showcase real people, heartfelt stories and diverse experiences in our promotional stories. Our communication is human-centered, meaning that the person is at the center, not the product.

Summary of the key points

35:13 A summary of all parts of the video.