• 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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Nissan’s new Leaf spot is a case study in getting it wrong

It’s always frustrating to me when a TV spot is memorable, but fails in every way possible. It has a unique approach. It has a subtle humor. And it even prompts an emotional reaction.

Yet, Nissan’s new Leaf campaign, built around the idea of “what if gas powered everything,” gets it all wrong.

There are two basic reasons why. One is simply a pet peeve of mine. When ads are a skit or a story with the company logo appearing at the end, the spot does little to build brand meaning and awareness because the brand is not embedded into the entirety of the spot. It’s single biggest reason why most can’t remember who ads like this are for. They just remember the spot.

The second reason is one all marketers should remember. Are you creating preference for your particular brand or the category as a whole? In this case, it’s for the category of electric cars as a whole. It simply demonstrates, with humor, the reasons why you would want to buy an electric car. There is no differentiation between the Leaf and its competitors.

When you are creating preference for the entire category, you are counting on the rising water to lift all boats, including yours. But what happens more often than not is that the market leader benefits the most.

It’s that reason why you wouldn’t be the only one who thought the ads were for the Prius.

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