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    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.

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Verizon Wireless not that different

Verizon Wireless has launched a new campaign with Ricky Gervais called A Better Network.

I initially saw these ads a few weeks ago and remember thinking that television advertising can’t have fallen this far. So I wanted to mull them over a bit and see the two ads a couple more times. I was hoping my initial take was wrong or that it would confirm Verizon has completely lost its mind.

Sadly to say, it is the latter.

First off, I like Ricky Gervais as a comedian. But, in these terribly written ads, he comes off quite the opposite. There is no humor. So why hire him? Secondly, the ads criticize other provider’s claims (mainly Sprint) saying, “Some of them stretch the truth” when the ad itself does the same thing when discussing the services from Verizon Wireless. Rather than say fastest, it claims “consistently fast” across the US. What does that even mean?

Is Verizon the same speed in LA as it is in Spokane? Consistently fast is subjective and mirrors what the competition has said. I certainly like a brand calling out BS on a competitor. But not when its claims are the same.

The bottom line with Verizon Wireless.

Verizon Wireless is talking out of both sides of its mouth, truly believing that it is somehow offering wireless customers a reason to choose that is different than the competition. Yet, it is saying the EXACT same thing that its competitors are. Maybe it is being shady to protect its market share.

Like many other industries, the brands in the wireless business are trying anything to differentiate themselves from one another. They truly do not get that, to be meaningful, they must be a reflection of their customers and those they wish to influence. From these ads, it just looks like Verizon Wireless is trying to be a reflection of itself and its competitors.

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