• 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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Pussy Riot captures our attention…again

How is it that we in the US are aware of a punk rock group in Russia named Pussy Riot and follow two members of the group like they were the Kardashians?

Because they have a powerful brand.

In case you haven’t heard of them, we’re specifically talking about Nadezhda Tolokonnikova and Maria Alyokhina, who were arrested and charged with hooliganism (read: protesting Vladimir Putin) two years ago. They were released last December after worldwide protests made them international heroes.

Reports surfaced today that the two were arrested at the Sochi games because of theft, but were released shortly after (probably because the Russians didn’t realize how powerful of a brand those band members had) to a swarm of media.

OLY-2014-RUSSIA-ENTERTAINMENT-JUSTICE-RIGHTSI have no other way to put then that they capture our imagination because their edgy, in-your-face and (let’s face it) sexy image as protesters is the heir apparent to Madonna and Lady Gaga.

There’s the name. There’s the attitude. And there’s the vital understanding of imagery, leaving the police station yesterday wearing ski masks.

There are a lot of things about Pussy Riot that companies and brands can learn from. Most brands are simply bland, soft in the gut and tell a story similar to the stories of the competition. It’s the single biggest reason why most brands are ignored.

I’m in no way suggesting that you must always be edgy for the sake of being edgy. Quite the opposite. You must understand what you stand for that is tough-minded and emotional for those you are trying to reach. If you are just edgy, without meaning, then you are simply different but not better. You might be considered, but you will definitely not be preferred.

In the case of Pussy Riot, they actually get it. Their name says what it means – feminine protest – but with an attitude that is not easily dismissed.

I don’t know how good of a punk rock band it is – and there’s word that Alyokhina and Tolokonnikova are no longer with the band – but they recall an instant image that travels the world in a flash and causes us to take notice.

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