• 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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Here come the Super Bowl ads

The Super Bowl of football has become the Super Bowl of advertising with the winner not being the best or most persuasive but the most entertaining. Weeks away from Super Bowl 50, many of this year’s advertisers have already made their intentions known.

There will, of course, be the usual bevy of beer ads. Taco Bell has teased it will introduce some secret new product and LG Electronics has brought Ridley Scott (director of Apple’s famous “1984″ ad and countless movies, such as “Alien” and “Blade Runner”) back into TV advertising but this time as a producer.

Super Bowl
The Super Bowl ad that started it all.

There will undoubtedly be commercial after commercial trying to out-humor and out-entertain each other with no real point of view and completely lacking in any ability to persuade. After all, isn’t that the point of advertising? To get people to buy your product?

Most Super Bowl ads fail.

This failure will especially be seen in the automotive ads. As of now, six car companies have purchased spots: Acura, Buick, Honda, Hyundai, Kia and Mini. How do any of these brands expect their products to be remembered?

Sure, viewers might remember the ad but will they remember the brand? All of the car ads will simply make up a cacophony of noise and corporate expense that advertising agencies will use as a notch on their bedposts. (“Look, Ma. I worked on a Super Bowl ad! Isn’t that neat?”)

I am not saying that I don’t enjoy Super Bowl ads. I actually find them quite entertaining. But for many of them, they are one-offs and the rest are basically 30 and 60 entertainment shorts.

But leave them alone after the Super Bowl. Have fun, be creative but they should not be used as ads afterwards because most of them are not persuasive.

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