• 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 HTC One tagline for its phone is a bit off

Nokia just released its HTC One phone. While the instrument looks good, its marketing tagline doesn’t work: “Everything your phone isn’t.”

HTC-One-PhoneIt’s at odds with HTC’s brand theme of “Quietly Brilliant” because there is nothing quiet or understated about “Everything your phone isn’t.”

Also, the tagline is about the phone, not the customer who uses it. That makes it easily forgettable. Potential customers will ignore it.


OK, they have produced a nice-looking phone. But the iPhone, Galaxy, Blackberry and Experia smartphones also provide visually appealing models, so a fetching phone doesn’t make the product viable. By itself, it doesn’t steal market share.

With that forgettable tagline, they won’t threaten its competitors.

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