• 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.

    Follow me on Twitter

The Blackberry brand must take the drastic step

The Blackberry brand is actively looking for a buyer. And if it is lucky enough to find one, going private might be just what that brand needs.

The Blackberry brand is in a difficult position. The clout its brand once had has been replaced by the image of follower, not even a fast follower. Bad press and poor financial reports are routine. Its in bad shape and the spotlight of being a publicly traded company is not helping.

blackberry brand The Blackberry brand itself

When it comes to creating a brand, companies must either rebrand to change the perceived image already existing in the market or create a new brand where no brand equity or image currently exists. The buyer of Blackberry should do the latter.

Going public would give it a chance to get itself out of the limelight. It would allow it to restructure and, more importantly, make the drastic decisions needed to turn its brand around without the restricting accountability to shareholders.

This effort will take more time than quarterly earnings allow for. The Blackberry brand needs a strategic focus and the time to see that strategy out.

Leave a Reply

Your email address will not be published. Required fields are marked *