• 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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The Dos Equis drinker is only as interesting as a Budweiser drinker

Based on the persuasive idea that effective brands tell the customer or prospect more about who the customer is when they use the brand than about the product or company, you would think that Dos Equis really nailed it.

After all, promoting the brand by claiming “the most interesting man in the world” as the brand spokesperson would make sense.  It seems a lot more meaningful than the simple “cool” and “irreverent” brand espoused by the Bud franchises or the “COLD” erroneously claimed by Coors.  But, there is something very wrong with the campaign and brand promise.

The campaign is a farce and a fascicle presentation because it is always greated with a wink and a nod. No one takes it seriously.

Too bad. The beer would be a powerful brand if, after seeing a message, I actually believed that only the most interesting people drink Dos Equis. If based upon that execution, the customer would fill in the blanks and the brand would be gangbusters.

It does not. All it does is make the viewer feel they are cool enough to be in on the joke. In other words, the brand promise is a lot like Budweiser’s. And, we all know who wins the copycat game: The market leader. What’s next? Well maybe Dos Equis will tell us that their beer is Beachwood aged?

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