• 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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Miller Lite goes retro, but it will only last so long

It looks like Miller Lite lucked into a branding success as its retro look, originally unveiled for a limited time when Anchorman 2 was released, has taken hold.

The three-month promotion has given way to a more permanent stance as Miller announced it will keep the original white design of bygone years and divest itself (at least for now) of the blue cans. It even has a new advertising campaign to spotlight its retro vision.

Miller LiteThe reason why Miller Lite is recapturing its past is that the Anchorman 2 promotion worked. Its sales increased after losing more than 1 percent market share over the last decade, slipping to the No. 4 spot among the best selling beers in the U.S.

Miller Lite “lucked” into this because it didn’t plan it this way. The white, retro label was just a marketing ploy, but only turned into something more when sales were suddenly not dropping.

Drinkers saw the new/old brand and recalled the days of Dick Butkus and Bubba Smith making of fun of their macho images in the ads of the late 70s and early 80s. In today’s beer market, in which usage is shrinking (and moving to wine and spirits), anything different stands out.

The real problem rests in the current Miller Lite brand. The reason for the bump is that the retro brand at least meant something, which the current brand does not.

This means the bump will be temporary. Eventually, Miller Lite will need to figure out what makes its brand different and better than the competition. (Which is why Miller Lite started a creative agency review last month.) Once sales inevitably drop again, Miller Lite cannot go back to looking like everybody else and there’s only so many retro looks available.

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