• 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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Has anybody seen Oreck?

I remember when Oreck was the premium player in the vacuum cleaner business. The company even had its own retail stores. But it never developed a sticky brand.

OreckNow, it has filed for Chapter 11 protection and is on a familiar spiral into the world of forgotten and irrelevant brands.

Oreck gave away brand leadership

Oreck marketed its vacuums as being lightweight and the favorite of hotel professionals. Both ideas, however, are from a distant era when many thought brand was built around a single unique feature and an endorsement.

The unique feature has moved on. Weight no longer matters. Bagless machines with cyclonic action are hot right now.  Some manufacturers – Dyson, for instance – recognize that even mundane vacuum cleaner purchases carry a personal brand value both in terms of its personality and design. Design is worth paying for and is something customers will covet.

I remember Oreck well. To bad it never asked me to care.

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