• 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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HBO has come a long way

What does HBO mean to you? No doubt, it has very different permissions than it did in 1972 when the brand was founded. Think back to how far the cable channel has come from being branded Home Box Office to now causing the flood of Internet chatter after Sunday’s Games of Throne “Red Wedding” episode.

old-hbo-logoRemember its opening that featured the ultra realistic animation of the logo from the bird’s eye perspective over a dusk draped town, alighting on a middle class home and flying through the window? All the time punctuated by a most familiar tune that went da da daa, da da daa…dadaaa da, da daaaa!

Back in those days, the Home Box Office brand represented movies. We subscribed in the early days of VHS and beta tape rentals to see the movies we loved from just a few years back. It was really cool to be able to see those movies in our own homes.

There were long periods of no content too – when a placard told us what was coming up next with a minute countdown. It would read like this: Coming Next, Star Wars :23 (in 23 minutes). Movies started on the hour and they never ended exactly on the hour, so Home Box Office needed these placard inserts.

Well, this model has changed and Home Box Office is just HBO. It has movies, but what seems to drive preference is the original programing. HBO has evolved as a brand. It is not a movie channel. It is much more.

There is no winning anymore as a “first run” movie channel. In Demand owns that place. HBO has done a great job of selling the HBO acronym, transforming itself into must-have original programming that creates rabid Games of Thrones fans and engages us with a more advanced and stimulating original programing lineup.

After all, it’s not TV. It’s HBO

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