Change Brand Perception: 4 Steps and the Domino's Case

Brands change perception with earned media by fixing what customers object to, then earning independent coverage that reports the change. The order matters, because coverage without a real change reads as spin. Domino's followed that order in 2009 and 2010: it admitted complaints about its pizza, reformulated it and told the story publicly, and it reported 14.3 percent domestic same-store sales growth in the first quarter of 2010.

Updated November 10, 2026. Survey figures come from the sources named below, some of which are vendor research, and a single case does not predict results for another company.

In short:

• Perception changes when outsiders report something checkable, such as a changed product, policy or result.

• Earned coverage is more credible than company-written messages because someone else chose to publish it.

• The work takes months. Measure perception before, during and after, so the change can be shown.

How does earned media change brand perception?

Earned media changes brand perception by putting a third party's judgment in front of the audience. A reporter, analyst or expert decides what to publish, so readers treat the story as more independent than an advertisement or a company post. The 2026 Edelman Trust Barometer special report on brands, as summarized by the Content Marketing Institute in July 2026, found unpaid voices to be about five times more powerful than paid ones in driving brand trust. That figure comes from a report by a firm that sells communications services, so it is best read as direction, not a precise multiplier.

Earned coverage also matters for AI answers. Muck Rack's May 2026 study of more than 25 million AI-cited links found about 84 percent came from earned media, as summarized in the guide to GEO for PR. A story that changes how people see a brand can therefore also change how assistants describe it.

What are the four steps to change brand perception?

There are four steps: measure the current perception, choose a change that can be proven, earn coverage that reports it, and keep measuring. The table shows what to do and what to measure at each step.

StepWhat to doWhat to measure

1. Measure the starting pointCollect what customers, reporters and AI assistants say about the brand todaySurvey answers, tone of recent coverage, search results and AI answers for the company name
2. Choose a provable changePick the product, policy, leadership or data change that answers the main objectionA before-and-after fact that outsiders can check
3. Earn coverage of the changeBrief reporters and experts with the proof, and offer named spokespeoplePlacements in outlets the audience trusts, and whether stories state the change correctly
4. Keep measuring and repeatRepeat the baseline quarterly and keep the message consistentChange in survey answers, coverage tone and AI answers against the baseline

What did Domino's do to change how people saw its pizza?

Domino's changed its perception by acting on the criticism and then telling the story in public. Nation's Restaurant News reported that same-store sales at its domestic locations fell a total of 10 percent between 2006 and 2008, and that focus groups criticized the pizza, with one complaint describing the crust as tasting like cardboard. The company reformulated its pizza and, in a four-minute documentary and shorter ads, acknowledged how bad customers thought the old pizza was and what it had changed.

The results were reported by several outlets. Domino's said domestic same-store sales rose 14.3 percent in the first quarter of 2010, and Nation's Restaurant News reported a 9.9 percent increase for fiscal 2010. The Financial Times, summarized by the National Association of Convenience Stores in May 2011, reported domestic same-store sales up 12.9 percent over two years, compared with 5.7 percent for Papa John's and 2 percent for Pizza Hut. Domino's chief executive Patrick Doyle said the company had spent tens of millions of dollars repeating the negative, and that it was in a dramatically different place with customers than before.

Three limits apply when copying the case. Much of the exposure came from paid advertising, so it does not isolate the effect of earned coverage. The campaign was tied to a real product change, not a message alone. And Domino's is a consumer brand with a simple product, so a business-to-business company must find its own provable change. Sources: Nation's Restaurant News and NACS summary of the FT report.

What if the perception problem is not a product problem?

The response depends on what is driving the perception, because not every problem can be fixed by changing a product. The table pairs four common causes with an approach. It is an editorial framework.

Cause of the perceptionApproachProof to offer

A real product or service problemFix it, then report the fixA measured before-and-after result A misunderstanding of what the company doesExplain it through expert voices and clear examplesCustomer cases the customer approves, and plain definitions An outdated imageEarn coverage of what is new, with dated factsRecent launches, hires and results A conduct or leadership problemChange the conduct, then communicate the change over timePolicy changes and independent review

For a conduct problem, the longer arc is described in the guide to reputation recovery after a crisis, and for companies that chose plain, unpolished messaging, the anti-PR strategy cases show four documented examples.

How do you earn the coverage that changes perception?

You earn it by giving reporters and experts something specific and checkable. A pitch should state the change, the date, the evidence and a person who can speak to it. Original data, a customer who will talk on the record and an executive who will answer hard questions are the most useful assets. Leaders who will be quoted should prepare with the guide to executive thought leadership PR. The coverage should appear in outlets that the audience already trusts, which are often trade publications for business buyers and local outlets for community brands.

How long does it take to change perception?

It usually takes months, and sometimes longer, because perception changes as people see the same facts reported several times. The Domino's campaign ran across 2009 and 2010 and its sales figures were reported within a quarter of launch, but that case combined a product change and heavy advertising. A realistic plan sets a first review at three months and repeats the baseline each quarter. If the measures do not move, the likely causes are a change that is not noticeable, a message that differs across channels or coverage in outlets the audience does not read.

How do you measure a change in perception?

You measure it by repeating the same baseline checks over time. Five checks cover most programs.

• A short survey of the target audience, using the same questions each quarter.

• The tone of coverage in the outlets that matter, coded by a person against a fixed rubric.

• Search impressions and clicks for the company name.

• Answers from major AI assistants to a fixed set of questions about the company, as described in the guide to reputation in AI answers.

• Inbound interest from buyers and reporters, which shows whether the change is reaching them.

Clicks alone are an incomplete gauge for perception, since many answers resolve without a visit. The public relations services page lists the related work.

What mistakes stop perception from changing?

Perception fails to change when the message outruns the facts. Four mistakes appear most often.

• Announcing a change that customers cannot see or check.

• Changing the message from month to month, so audiences hear different things.

• Counting placements without checking whether they state the change correctly.

• Stopping after the first round of coverage, which leaves the old story as the last word.

The decision to act on: choose the one objection that most shapes how people see the brand, fix it in a way that can be shown and take the evidence to the reporters and experts your audience trusts.

Frequently asked questions

How do you change brand perception with PR?

Fix the cause of the objection, then earn independent coverage that reports the change with evidence. Measure perception before and after, and keep the message consistent.

How do you shift brand reputation with earned media?

Offer reporters and experts a specific, checkable change, with a named spokesperson and proof. Repeat across outlets the audience trusts and measure each quarter.

How long does it take to change brand perception?

Usually months. Set a first review at three months and repeat the baseline every quarter.

Can PR change perception without changing the product?

It can correct a misunderstanding or update an outdated image, but it cannot offset a real product problem. Coverage without a change tends to read as spin.

Is earned media more trusted than advertising?

Research suggests it is, because a third party chose to publish it. The 2026 Edelman report summarized by the Content Marketing Institute found unpaid voices about five times more powerful than paid ones, though the source sells communications services.

What did the Domino's turnaround show?

It showed that admitting a problem, fixing it and telling the story publicly can change how customers see a brand. It also showed the limits: the result combined a product change and heavy advertising.