• 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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JC Penney still reeling

JC Penney, which now calls itself JCP, continues to struggle as the most recent quarterly earnings reported a net loss of $123 million. This is just one sign of a declining brand that has failed to make itself relevant in today’s retail market.

The other, and far larger sign, is that JCP’s strategy has been to leverage the labels it carries – Levi’s, Izod, Liz Clairborne, etc. – rather than build a strong JCP brand.

JCPenny BrandRetailers call this the “shop concept” and it’s usually a loser because it teaches customers to seek labels they can find elsewhere, especially online.

Sears offers a cautionary tale for JCP. Once the sole purveyor of Craftsman and Kenmore products, Sears has since become the poster child for irrelevant brands.

The simple matter is that JCP must define its audience. That strategy has worked for Nordstrom, which saw its sales jump 14% this quarter.

When a retailer ties itself to the brands on its shelves, it begins to look more like a warehouse of products rather than a shopping destination.

That is the definition of a brand.

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