• 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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One thought on “The new Subway logo does nothing

  1. Good observations as always. [Wait: Let’s say “Almost always.” ????]

    I can’t imagine why Subway would sign on for such an expensive project as changing a logo that has 10 millions instances across the globe: in ink on napkins in Ukraine; in plastic on signs in Paris; in pixels on screens everywhere.

    In my career in the creative component of marketing, I have more than once wished a client company would see the value in redesigning its logo. Here we have a bad case of pendulum swingitis—too far in the other direction! Stop redesigning your logo, Subway!

    My guess is that redesigning the logo is a frantic (useless) effort — or a small part of a larger effort — to announce to the world: “HEY LOOK HERE! PLEASE TALK ABOUT OUR NEW BRAND AND LOGO AND ALL KINDS OF STUFF THAT HAS NOTHING TO DO WITH JARED.”

    To be clear, I don’t blame Subway at all for trying to distract us from the Jared debacle (if that is indeed the motive behind all this rebranding). It’s not their fault that the guy is a creep. I don’t know what I would do in their position. But I do think I would recognize this minor-but-massively-expensive logo redesign to be the wrong tactic.

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