• 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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The GEICO Pig. Enough of the animals

Awareness and preference are two different things. Customers can know a product without coveting it. GEICO, for instance. The insurance company’s relentless use of a gecko as a company spokesman have created a market that knows GEICO exists. Unfortunately, there is nothing about the lizard that emotionally resonates with those most likely to switch. I’m never sure there was.

The repeated use of the reptile is one of the reasons why GEICO remains in third place despite outspending market leaders Allstate and State Farm.

It gets worse. Now the GEICO pig is back. Again.

During Monday Night Football, GEICO once again trotted out that whining pig. Later that evening, the pig made yet another appearance with a street luger. Does GEICO see this pig as its new equity marker?

Geico pigPeople may recognize GEICO’s pig from earlier ads and they may even make a mental connection back to the brand. But how does that peculiar pig or that tired gecko create preference?

Memo to GEICO: If you are worried that customers are don’t know you, stop. The market is plenty aware of the GEICO name.

Now is the time to look beyond barnyard animals, lizards and caveman to give the market an emotional reason to covet your brand.

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