• 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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My misadventures with Redbox

I’ve written about my beef with Redbox before, but after another disastrous stint, I am compelled to write about Redbox again.

A few days ago, I foolishly broke my credo by supporting a brand I don’t believe in. While at the grocery store, I spotted a Redbox and thought, “Why not pick out a film for the family?” Continuing: “It’ll be quick and a lot cheaper than the $5 you normally spend to rent a film on iTunes.”

Of course, being cheap is not necessarily a positive attribute. Missing this recognition at the time, I made my second mistake.

We all believe that you get what you pay for, which is why you should only support those companies whose brands resonate with you. To paraphrase the legendary basketball coach, John Cheney, “When I press a number on the cash register, I expect that same number to appear on its display.”

As I waited in line to browse one of the two Redbox kiosks, a woman and her two children were working together in an attempt to find a copy of Ghost Rider. The mother was searching through one kiosk, while stretching her leg out in front of the other kiosk in what seemed like her attempt to “reserve it.” It looked like some kind of hodge-podge, defensive basketball drill.

I must have let out a George Carlin-like groan of detest (well, I know I did), which she recognized and said, “You can have this kiosk now.”

I thanked her and began my search. Hoping to find a copy of Moneyball, I flipped through the index of movies, which consisted only of four pages of flicks, followed by eight pages of dimmed out films (those rented).

Unable to find my choice, I considered using the other kiosk to continue my search, all the while realizing how ridiculous that concept was (doesn’t it seem counter-intuitive to jump from kiosk to kiosk to make a selection?)

Unfortunately, I now faced another dilemma. A line of five people had formed, leading me to the perplexing issue: Was it my Redbox right to immediately jump to the next kiosk as people waited behind me or did I need to get to the back of the line and start all over again?

Instead of playing the game, I left annoyed without a movie in hand, upset with myself for having wasted any time at all on Redbox. Moreover, I felt a little soiled for allowing myself to placate such a flawed system for even a brief moment of my life. This is a brand I don’t wish to be seen supporting any longer.

While home, I logged into Apple TV — without the line of people behind me — immediately selected Moneyball and watched with my family in a matter of seconds (conveniently and in the comfort of my home).

Convenience and comfort. Wouldn’t it be nice if Redbox were each of these?

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