Just saw the new Domino's spot, and damn. Damn. When most companies say they want to change the brand they change the logo, or the slogan--usually both. For once, a company gets it. If you need to fix the brand, fix the brand.
When was the last time a big company sacked up and admitted the obvious? That the product isn't that good, and you really don't like it? Not only do they admit it, the build their new campaign around it. Damn.
Unfortunately, the web effort that goes along with the campaign is less than inspiring. That's okay. The first step is admitting you have a problem.