• 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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Firestone takes the right way forward

Firestone’s new brand promise is so good and so compelling that everyone in every category should take notice. Firestone found the highest intensity and claimed it.

“While we don’t make cars, Firestone is a car company,” is a stroke of branding genius. From an inside perspective, it takes a lot of brass to position yourself against your own product, but that is just what Firestone has done. It recognized that no one buys tires because of the enjoyment of the rubber. Customers buy tires as a necessity, while their emotional attachment is to a bigger idea: cars.

Firestone brandSo watch this category carefully. You heard it here first. Firestone will steal market share from competitors who will scramble to play second best to the company that’s seized upon the highest emotional intensity. Firestone’s promise is simply more emotional than Michelin’s “you have a lot more riding on your tires.”

Firestone’s message instantly makes the brand more important and more preferred than those of its competitors.

Kudos, Firestone. A brand that gets it.

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