• 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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Netflix is surging, but it still has more to go

Netflix stock is back up again. Its woes following the introduction of Qwikster seem to be a thing of a long ago past, but this does not mean the brand of Netflix is working as hard as it should be.

Netflix has been doing quite well. It stock price is comfortably above $300/share with forecasts of more growth potential ahead. Netflix turned itself around, in part, due to its original content (House of Cards, Orange is the New Black). Much like AMC has experienced over the past years, quality content brought consumers.

However, this strategy is also being adopted by other streaming services like Hulu, Crackle and Amazon. With so many providers trying their hand at original content, consumers will have more choices within the same available time.

100813Great content will continue to pull in consumers but, as the market becomes more crowded, Netflix should begin carving out differentiation by its brand. Netflix currently positions itself with the tagline of “Watch Responsibly.” But that’s overly clever (clever = not believable) and is a sign that it has not captured what represents the highest intensity for the Netflix subscriber.

Netflix is in a great position and has a real opportunity to create separation in the marketplace. It must remember, however, that, as content becomes more and more competitive across streaming services and network television, the biggest point of differentiation lies elsewhere.

 

 

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