• 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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New Chase CMO can put her Bank of America experience to good use

Note to new Chase Bank CMO Claire Huang: You came from Bank of America, but do not copy your former employer when you plan Chase’s future.

Chase is among the market leaders in the banking industry and one of the few with equity markers. Its logo is recognizable and its recent advertising has featured the Chase blue standing out within black and white TV spots.

Yet in the minds of consumers, Chase is just another big bank offering the same services as the others. All banks tend to look and sound alike and customers are angry with all of them.

We at Stealing Share know the banking industry well because we’ve conducted extensive research in the industry for last few years. From experience we know that all banks follow the leader in terms of brand and message. Unfortunately, it’s ignored by customers.

The big banks, with the exception of Bank of America, need to rebrand. That includes Chase. It’s been stuck in a quagmire because few – if any – banks present a unique and emotionally meaningful choice.

My advice to Ms. Huang: Use your Bank of America experience. Think about what it is that customers want that your former company did not offer.

Take it from there.

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