• 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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How about this Swiffer ad strategy?

I just read this and needed to share it…

Swiffer Pulls Ad Showing ‘Rosie The Riveter’ Icon Doing Chores

By Laura Stampler from Business Insider

Swiffer got in trouble for its reinterpretation of WW2 symbol Rosie the Riveter by recreating her image in an ad for house cleaning supplies.

News outlets noticed when Heather Beschizza tweeted the ad she found in a Sunday newspaper insert.

Screen Shot 2013-06-06 at 11.50.42 AMAs Emma Gray at The Huffington Post writes, ” When Westinghouse Electric told U.S. women,  “We can do it!,”  to boost worker morale in 1943, we’re pretty sure they didn’t have household chores in mind.”

The Twitterverse did not react well to the campaign:

Understanding that it’s best to get in front of a public relations crisis on social media, Swiffer immediately started tweeting apologies.

Swiffer probably didn’t expect a print insert ad to go this viral. The company even bought a promoted tweet to make sure that word got out that it is changing the ad.

I don’t think I have ever heard of a brand so afraid of controversy that it allowed Twitter to direct its advertising strategy. I thought viral ads were exactly the point in the unpersuasive world of social media?

Keep everything in alignment, Swiffer. This action is proof point that your brand is not for tough chores or serious clean up.

Keep up the visionary good work. Run from any controversy and try to dumb down your product by underestimating the historical fabric of your users.

Rosie the Riveter is indeed too good for your brand.

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