But this is about 1,000X better:
There's a crucial difference, at least in the two videos, between how Sears and Dominos portrayed their respective situations.
Dominos exists in the same world as the rest of us. When it struggled, it not only acknowledged but fully embraced its reality. Throughout Dominos' turnaround campaign, it's obvious that CEO Patrick Doyle demanded complete and total humility in the company's messaging.
We suck. It's unacceptable. Hold us accountable. We promise we'll be better.
Although Sears might not even realize this, there's an undertone of arrogance and delusion in its marketing.