• 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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Super Bowl advertising sucks, and GEICO takes a hit

If you read my earlier blog on this inflated beast then you already know how certain I am that advertising during the Super Bowl is a failed medium (buying price-inflated time on too broad of an audience medium). Super Bowl advertising sucks. But here is the real downside for those that participate.

Your ad has to be NEW and it had better be FUNNY. After all, that is how these stupid ad agencies behave and it is what the untargeted audience demands.

Super Bowl advertising sucksSuper Bowl Advertising Sucks

Enter GEICO. Hmm, let me see, a pig at a counter, getting his ID picture taken while he demonstrates that GEICO has a new mobile app. Haven’t I seen that before? Yes I have.

Therefore, GEICO should have avoided the venue all together. If it was going to participate, it forgot half of the equation — NEW. All the audience is left with is disappointment in the brand. Now there is great brand equity. Disappointment.

File that away with how much money 15% will save you when you switch to GEICO. Oh, and don’t forget to use the really cool app.

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