• 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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Ben & Jerry’s won’t claim “natural” anymore.

Does it matter that Ben & Jerry’s, out of pressure from consumer groups, has dropped the “All Natural”  header from its logo lock-up?  Maybe.

Ben & Jerry'sIt certainly flies in the face of a brand promise that originated when Ben & Jerry’s started the company in Vermont and developed a culture of “real” as well as a product of specialness.

What’s next after Ben & Jerry’s? Coke?

Now the Ben & Jerry’s brand will have to stake its brand preference on great tasting and its brand difference of being an outsider evaporates the way all of its other differences did when Unilver bought it. Now it can compete heads up with Häagen-Dazs and all the other varieties of premium ice cream.

Too bad they did not change the recipe. I guess that Unilever bought a business, but not a brand, after all.

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