• 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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Rebranding is all about the mindset

I’m about halfway through a book that’s transforming the way I see the world around me. The book, Mindset: The New Psychology of Success, by Carol S. Dweck, Ph.D., is filled with prolific insight on how to identify the type of mindsets we have (either a growth or fixed mindset) and how those mindsets can be seen everywhere around us. And, in my case, how those mindsets affect successful rebranding.

The right mindset drives success.
The right mindset drives success.

Dweck, a Stanford University psychologist, has spent 20 years researching what makes someone successful and, conversely, what keeps others from being a success. The gist is the how the successful and non-successful see themselves.

On one side of the spectrum are those individuals that Dweck coins as having a fixed mindset. This literally means people who are stuck or that they are “fixed” in how they see themselves.

Consider children who call themselves “stupid,” athletes who believes they have hit their ceiling, or parents telling their children they “are the best.” All of these instances are “fixed” as they lack a belief in personal growth; that each individual has maximized their potential.

Those with a growth mindset are motivated to improve and learn from the obstacles presented by the world around them. Dweck refers to Michael Jordan, who could have given up when he was cut by his coach in high school, but rather used that challenge as fuel to work harder.

What does mindset have to do with rebranding?

Just about everything.

Take a look about what we have to say on the rebranding process. To quote our website: “Other branding companies start with the status quo and tell you what they think you want to hear. We don’t. We challenge you. We start by building a new position and meaning for your brand. The preferences of prospective customers are based on deep-seated emotional beliefs – not just rational judgments such as price, quality and effectiveness.”

If your company lacks the willingness to look critically at itself and seek areas of improvement, then, quite simply, you cannot.

And what’s more, Stealing Share is not for you.

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