DirecTV Spectrum battle gets interesting

DirecTV Spectrum battle gets interesting

DirecTV Spectrum Tom Dougherty, CEO – Stealing Share 27 November 2017 DirecTV Spectrum battle gets interesting An ad war brews among TV operators prompting you to switch. The DirecTV Spectrum duel represents one of the few advertising battles where both air...
Samsung v Apple heats up with new spot

Samsung v Apple heats up with new spot

Samsung v Apple Tom Dougherty, CEO – Stealing Share 7 November 2017 Samsung v Apple heats up with new spot As many of you know, I reside consistently in Apple’s corner in the Samsung v Apple battle royale. For decades, I have play the dutiful pal, sticking it...
Dilly Dilly! Well, not anymore after the second spot

Dilly Dilly! Well, not anymore after the second spot

Dilly Dilly! Tom Dougherty, CEO – Stealing Share 6 November 2017 Dilly Dilly! Well, not anymore after the second spot Dilly Dilly! Or when it comes to Bud Light’s new ad campaign, it’s dilly dilly dilly dilly dilly dilly. You know the spot. The first ad features...
Under Armour trips and falls

Under Armour trips and falls

Failing Under Armour Tom Dougherty, CEO – Stealing Share 2 November 2017 Under Armour sinks What happened to Under Armour? According to an article in the Washington Post everything is wrong. The paper likens it to a perfect storm. Retailer uncertainty just...
Infiniti advertising fails on many levels

Infiniti advertising fails on many levels

Infiniti advertising is criminal Tom Dougherty, CEO – Stealing Share 19 October 2017 Infiniti advertising fails on many levels The latest Infiniti advertising leaves me cold. Strike that. It makes me heated. Not that I have anything against Infinity as a brand....
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the...
Shock advertising Lexus, DirecTV, Enterprise

Shock advertising Lexus, DirecTV, Enterprise

Shock Advertising Tom Dougherty, CEO – Stealing Share 13 October 2017 Why Shock TV Fails. Paper-cuts. Shock advertising by Lexus and Direct TV Commercial effectiveness is in decline. Advertising agencies try anything to get you to notice the ad. However, it...
Hmm…MSC Cruise Line. Think that works?

Hmm…MSC Cruise Line. Think that works?

The MSC Cruise Lines Tom Dougherty, CEO – Stealing Share 2 October 2017 MSC Cruise Lines MSC Cruise Line is making a big enough spend on US television that I have seen its commercials numerous times. The problem is the NAME. I could not remember it well enough...
Frozen Food study: The brands stay lazy

Frozen Food study: The brands stay lazy

MARKET STUDY Frozen foods “The brands are either lazy or terrified.” Frozen Food study: The brands stay lazy One thing comes clear in doing a frozen food study. The past and present frozen food business landscape riddles with irony. Most brands began as...
The American Biopharmaceutical Companies

The American Biopharmaceutical Companies

Go Boldly Tom Dougherty, CEO – Stealing Share 21 September 2017 Go Boldly  American Biopharmaceutical Companies Go Boldly, the marketing arm of the American Biopharmaceutical Companies, has launched a new TV campaign. It is perfect branding? It just might be....
Optum is a business not a brand

Optum is a business not a brand

The Optum brand is too busy Tom Dougherty, CEO – Stealing Share 14 September 2017 What is Optum? You know, I like the new Optum commercial. And I like the graphic design of the logo. Come to think of it, I also like the theme line “How well gets done” even as I...
TD Ameritrade commercials miss the mark

TD Ameritrade commercials miss the mark

TD Ameritrade advertising Tom Dougherty, CEO – Stealing Share 7 September 2017 TD Ameritrade Commercials  The power in TV commercials can vary. Sometimes they look to inform. Often they look to amuse. Many times they hope to raise awareness. Hopefully, they all...