• 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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Brought to you by Importantality

What the heck is Hamptonality?

Hampton Inn thinks prospects see it as a special form of hospitality branded by Hampton as unique and important. However, these trite tactics won’t build market share. It is way too clever and much too cute.

imagesRule one in brand messaging aimed to influence behavior— be authentic and avoid cleverness. Hamptonality fails both axioms.

There are other important values that are more highly emotional among hotel customers. Things like on-line check-in and customer recognition. Things that give you more than free Internet access and a bottle of still water.

The meaning of Hamptonality

This is simply a lost category of brands.

I stay mostly at Hilton properties, not because I love them, but because of a loyalty program that feels as much like a snare trap as it does VIP treatment. What a great foundation to build preference by igniting resentment and a feeling of less choice.

We have not worked on a hotel brand in some time so I can’t definitively tell you what the highest unclaimed emotional intensity is in the market. But looking at the messages, it is evidently clear that the category hasn’t defined it either.

Therefore, this small tidbit of brand wisdom is brought to you by Stealing Share in the name of brand Importantality. Sounds authentic and important, doesn’t it? All it needs is a service mark to prove it is even more of a “tinny” marketing tagline.

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