• 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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Sheep are the new stars of a wrongheaded ad campaign

Sheep are the stars of a new advertising campaign. Not that it’s unusual for companies to use animals to peddle products. Geckos and Geico come to mind.

What’s curious is the company that has decided to embark on menagerie marketing.


The new commercials urge consumers to “ditch from the herd“ by showing a sheep-costume clad person standing up and walking away from the rest of the animals.

Next, a hoof slams down a bottle of Corona Light.

corona sheepSheep?

The new spots are a drastic break from the unique, easily identifiable, and nicely positioned “Find your beach” theme that characterized the Corona brand for years.

The switch makes no sense.

In fact, I use Corona as an example of a brand that has done a terrific job separating itself from the competition. “Find your beach” evokes an emotion. It takes consumers to a warm, relaxing place, away from the busy party-time nights that other beers promote.

Most beer marketing mostly consists of a poorly crafted punch line with a product shot at the end.

Sadly, Corona has joined that herd.

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