• 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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A costumed man on the street? Gimme’ a break already.

Haven’t we seen enough of over-the-top adults dressed in stupid costumes? The next time I see a grown man dressed up and acting like a clown, I’ll send my cup of coffee sailing to the wall.

Granted, that is a bit extreme. But so are they when they appear in commercials.

Here in North Carolina, the NC Education Lottery airs an ad with a wild and crazy guy dressed up as an office calendar.

costumed manAds like these are an exaggerated form of the costumed creations of gold dealerships and tax shops. I immediately question the values of a company who hired these desperate folks every time I see as happy-go-lucky statue of liberty fanning a sign to encourage me to do my taxes, or a hokey pot of gold dancing in the streets.

You know, an insightful sign would suffice. A whack job trying to entice me inside freaks me out just a little.

As ads, these tactics worked well when they were new on the scene. Bill Cosby acting as tooth decay for Crest was brilliant. And I still laugh when I think of the Fruit of the Loom guys. There was a strategy behind those ads. Now, brands just want to get noticed, so the “hilarity” just becomes a gimmick.

It’s time to cut out the costume gimmick, people.

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