• 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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Why that SpaghettiO’s tweet drew so much ire

Often, we lament that companies fail to steal market share because they think inside-out instead of outside-in. They promote what they think is important to them, not what is important to those they are trying to sway.

I bring this up because that was the problem with Campbell Soup on Saturday, when it tweeted a remembrance of Pearl Harbor Day, featuring a SpaghettiO. Campbell’s quickly apologized and took the tweet down after protests that it was not tonally appropriate on the anniversary of more than 2,400 Americans being killed.

SpaghettiosIn the larger scheme of things, this isn’t such a big deal and I don’t really suspect SpaghettiOs will be boycotted or anything like that. But the wrongheaded thinking is another example of inside-out thinking. Campbell’s simply thought, “Oh, this is a charming character. And Pearl Harbor Day will just be an excuse to get him out there.”

SpaghettiO’s

That is, they were in love with a character licking his lips and wearing orange sneakers.

But Campbell’s didn’t think how that character would come across in context.

The lesson is that many times companies think inside-out without even a glance. They’ve been conditioned to it, but it’s not the way to go about conducting business. Or stealing market share. Always think outside-in.

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