• 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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Even bottled water can teach us about brand

Being a person who lives and breathes brands, I am finding myself in a dilemma about who I believe I am when it comes to my purchase of water. The bottled water business has become a billion-dollar industry, consumers are often faced with 15 to 20 choices and they can be found everywhere.

As a kid, I remember the large glass 5-gallon jugs for the water cooler. Those are still available and even, in this case, there are still several brands to choose from.

My quagmire is this: I like to think of myself as a person conscious of my carbon blue print. I limit my showers to no more than 2 minutes, purchase high efficiency products, keep my thermostat responsibly set and always recycle.

bottled waterMy family and I have been drinking from bottled water for years now and, of all the brands out there, we insist on Poland Springs. This is because it is 100% natural spring water, and unlike many of the other brands of water, they are not just purified water bottled at distilleries.

What I am finding unsettling is how quickly the bottles stack up to be recycled. Right now, there are four of us at home, with each of us drinking approximately 5 to 6 bottles per day. That adds up to as many as 144 bottles per week. This does not add up to a smaller carbon footprint, which is why I am now thinking very seriously about installing a water purifier on my kitchen sink.

The question is who am I when I drink water, someone who is health conscious or someone who is environmentally conscious. Those are kinds of decisions brands must make when identifying – and capturing – target audiences.

I am hoping, with the water purifier, I can be both.

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