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WRITTEN IN THE RECORD

Office Depot, Staples merger and new CEOs

Office Depot, Staples merger and new CEOs What the new CEOs should do Changes are afoot among the office supply chains with both Office Depot and Staples looking for new CEOs. This comes on the heels of the expected Office Depot Staples merger between the two...

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The new Truth anti-smoking ad fails.

Anti-smoking Advertisment The new Truth anti-smoking ad fails. The new Truth anti-smoking ad has taken a new approach to curbing teen smoking. It represents a move from the grotesque ads of removing skin and teeth to talking about the salary differences between...

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Insurance branding to create preference

Insurance branding to create preference The purpose of insurance branding Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are identical to that of the competition? How can...

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American Fidelity Assurance Company

Standing out in a regulated marketspace. In a highly regulated category, where the differences between the offerings of supplemental benefits providers are small, a niche focus and the promise to offer a different opinion other than the status quo helps American...

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American Fidelity. Rebranding insurance.

American Fidelity. A case study in branding insurance. How we helped American Fidelity find the right brand promise American Fidelity is one of the leading providers of supplemental insurance and benefits, Specializing in auto dealerships, education, municipalities...

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The fallacy of today’s marketing messages

Marketing messages today The fallacy of today’s marketing messages Today’s marketing messages take on many forms – better, safer, longer lasting, friendlier or cheaper. Or it can take on the form of more as in more value or the most legroom in economy class or even as...

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Pharmaceutical Marketing Strategy

Pharma Advertising Pharmaceutical Marketing Strategy Pharmaceutical marketing strategy focuses on the mundane Those creating pharmaceutical marketing strategy are faced with two issues. Its players must report the potential side effects of their drugs when promoting...

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Marketing Major Appliances – A Market Study

MARKET STUDY A market study major appliances "Aligning with a belief, now that is something different and in marketing major appliances, brands would be wise to pay attention, because the opportunity is there to steal market share." Marketing major appliances...

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Medical device marketing and branding

Medical device marketing and branding How to steal market share in the medical devices category The medical device category is highly competitive and complicated for sure. But growing market share is a difficult task. It’s easier but by no means a given when you have...

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A market study in the era of Peak TV

Peak TV A market study in the era of Peak TV The winners and losers of Peak TV, and what Apple TV can do about it We are living in the world of Peak TV, a term coined by FX President John Landgraf a few years ago – and he was right in many ways. We are living in an...

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Aligning IT providers. Who is eliminated?

IT provider alignment Aligning IT providers. Who is eliminated? IT (Information Technology) is changing It is no secret that Information Technology continues to evolve. Both IT providers and their clients continue to adapt to the ever-changing needs of stakeholders....

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Branding nonprofits: Growing to give more.

The Nonprofit Brands Branding nonprofits: Growing to give Charitable giving is rising over the past couple of years with 2015 being a record-setting year. In fact, giving increased in each of the past six years with 2016 expected to be more than last year’s...

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Brand relaunch. Important elements.

Parts of a Brand Relaunch Brand relaunch. Important elements. Brand Relaunch. What are all the considerations? When it becomes necessary to have a brand relaunch it has become quite evident to the marketing group that the brand is underperforming. Even if usage has...

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Affinity programs and why they fail.

Affinity programs and why they fail. Affinity programs and why they fail. Affinity Programs Rarely Create Affinity Almost all businesses from retailers to transportation companies have affinity programs designed to foster brand loyalty. Most work very poorly and often...

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Beer Marketing and Differentiation

MARKET STUDY Beer Marketing Beer Marketing and Differentiation Beer Marketing — Growing Beer Market Share Introduction The following looks Beer marketing. And will give you a quick view of how Stealing Share operates and finds solutions. No branding project...

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Predicting marketing success. A marketing metric.

Predicting The Success of Marketing   Predicting marketing success   Marketing Success and The Human Model | Motivators | Challenges | Desire | Familiarity | Leadership | Affirmation | Scope | Comfort | Change | Community | Summary Predicting Marketing Success....

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A study of guitar branding

MARKET STUDY Guitar branding. A market study. "Sell the place where the guitar lives in the guitarist’s life." Guitar branding is huge, unique and also filled with the potential to steal market share. Take a listen to the solo of Jimi Hendrix’ “Little...

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Rebranding automobiles – The Automobile Market

MARKET STUDY Rebranding Automobiles - A look at the automotive market. "To gain preference in the automobile market, automakers have to get out of their own way and ask themselves the difficult questions." Its time for manufacturers to consider rebranding automobiles...

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Rebranding Companies. We are experts.

Rebranding companies - we are the experts Rebranding companies must be experts in change Rebranding companies like Stealing Share specialize in the application of rebranding science for many of its clients. Brand launches and the creation of new brands are a small...

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Changing Attitudes as a Dynamic in brand development

Changing Attitudes as a Dynamic in brand development Changing attitudes is the first step in persuasion   Changing attitudes, or more precisely, how to change attitudes is the first step in understanding human behavior and how to affect it. The brief video that...

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