During 2009, Domino's pizza was faced with the power of negative conversations. People really disliked the taste of the pizza's. The most common heard complaint was about the taste of the crust, which was often compared to cardboard.
Domino's accepted the fact that their product wasn't the best anymore and started to listen to the feedback of consumers. They admitted their mistake and created a better quality product. At the same time, they communicated openly about this issue and involved consumers in their 'rebuilding their brand' program.
A proof of their philosophy can be found in this video made by Domino pizza, starring their own employees.
Lesson: negative conversations about your brand? Well, listen to them, admit mistakes if necessary and create a program to reboost your brand.