Advantageous Vulnerability?

At a recent marketing convention a keynote speaker was discussing how showing vulnerability can be advantageous to the marketing strategy of an organization. Consumers are likely to side with a company with whom they can relate to. Everybody knows that every human has flaws, and by showing them every once in a while organizations. By doing this organizations are also making their product look more "authentic" which depicts an image of higher quality.
The most recent example I can personally think of regarding this marketing strategy has been through the pizza company, Dominos. Dominos has recently revamped their marketing scheme by incorporating new styles of pizza that seem authentic and handmade. They have also stressed the "handmade" aspect and have increased their quality. Another way in which they have tried to reach out to their consumers is by incorporating low level employees into their advertisements. This is trying to show consumers that Dominos has a relatively flat corporate structure, which I doubt is the case in real life. But, judging by their commercials you would not guess that would be the case.
The incorporation of this strategy has increased sales and has done wonders for the organization. They have improved their reputation and increased their market by incorporating a sense of vulnerability and change, that people can relate to. Many organizations are sure to follow suit, and change to this more "vulnerable" marketing strategy.
At what point could portraying vulnerability hurt an organization?