• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Dominos marketing doesn’t mean a new brand

Dominos pizza logoDomino’s Pizza is addressing the issues of best practices that affect the entire mass marketed pizza category. The new ad campaign takes the product deficiencies head on. This is the first step in preparing a brand to steal market share. Kudos to Dominos.

After they deliver a great product, which is definitely lacking amongst all the competitors (excepting the local pizza shops), Domino’s is positioning itself for dominance.

Next, they need to address the highest emotional intensity in the category and the self-identification that is the hallmark of stealing share. Sorry Papa John’s — Better Ingredients should not be a differentiating brand promise. If Domino’s does it right, “better ingredients, better pizza” won’t be important anymore.

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