• 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.

Fulfilling the brand promise: Whole Foods

There are many things you must accomplish to have a successful brand. Having a brand position that is the single most persuasive thing you can say to prompt a change in the market is number one.

Once you have that position, you must fulfill its promise. If you are about simplicity, for example, you must make everything simple.

Companies often trip over the fulfillment because they make exceptions and don’t use their imagination for ways to capture attention. This takes great discipline.

So it was great relish to see that a Whole Foods store near Boston is actually growing a mini farm on its roof, selling the produce below.

Screen Shot 2013-06-03 at 12.02.15 PMIt’s a small thing. It’s only happening at one store, as far as I can tell, and I can’t imagine it’ll supply the whole store for the year, although the store is claiming it will grow 10,000 pounds of food in a year. But it is exactly this kind of thing that makes a difference once you have a brand.

It would just be a gimmick without Whole Foods’ emphasis on healthy and local food. Instead, it’s a fulfillment of a brand promise.

 

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