Retail Market Study. Redefining the category

Retail Market Study. Redefining the category

MARKET STUDY Retail Market Brand Study. A Failing Market. “Retail is in the throes of monumental change. Those who change everything will survive. Those holding onto outdated business models will die.” Retail market study. An in-depth look at the...
Will a new Staples CMO make a lick of difference?

Will a new Staples CMO make a lick of difference?

Staples Tom Dougherty, CEO – Stealing Share 30 May 2017 Will a new Staples CMO make a lick of difference? This is not an open letter to Michelle Bottomley, the newly hired Staples CMO. Those tend to be trite. But if there’s a time for Bottomley and the Staples...
Bon-Ton giving in to sheer insanity

Bon-Ton giving in to sheer insanity

The Bon-Ton Tom Dougherty, CEO – Stealing Share 10 May 2017 Bon-Ton giving in to sheer insanity I try keeping my finger on what is going on in the market place. Following a number of different industries I have noticed a disturbing, and expensive trend in...
Can Mazda be truly different now?

Can Mazda be truly different now?

Can Mazda be truly different now? Tom Dougherty, CEO – Stealing Share 24 April 2017 Automakers, including Mazda, are in a vicious cycle There’s no guarantee, of course. But change at Mazda promises a car manufacturer finally breaking out of the industry-wide...
How the Burger King Google ad went all to hell

How the Burger King Google ad went all to hell

How the Burger King Google ad went all to hell Tom Dougherty, CEO – Stealing Share 17 April 2017 The Burger King Google was a good idea. But it went all kablooey. Sometimes bad execution thwarts a great idea. The idea behind Burger King Google ad was fabulous....
Believable advertising and Ken Fisher

Believable advertising and Ken Fisher

Believable Advertising Tom Dougherty, CEO – Stealing Share 6 April 2017 Believable advertising must be authentic What makes advertising believable? Cleverness? Phraseology? Polish? Believable advertising may have all those elements or it might just seem REAL....
Pepsi ad is offensive and embarrassing

Pepsi ad is offensive and embarrassing

Pepsi ad offensive and embarrassing Tom Dougherty, CEO – Stealing Share 5 April 2017 It considers serious issues from only Pepsi’s point of view I saw the new Pepsi ad with Kendall Jenner. My first instinct was to dismiss it as just another failed attempt...
New broadband privacy rules make brand more important

New broadband privacy rules make brand more important

New broadband privacy rules make brand more important Tom Dougherty, CEO – Stealing Share 27 March 2017 Audiences will only accept this from brands they prefer Another important vote snuck in under the shadow of the failed Trumpcare one. The Senate eliminated...
Theme line or Tag line? What’s the difference?

Theme line or Tag line? What’s the difference?

The Difference. Theme line or Tag line. Tom Dougherty, CEO – Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a...
Time to ax Verizon guy Paul for Sprint?

Time to ax Verizon guy Paul for Sprint?

Time to ax Verizon guy Paul for Sprint? Tom Dougherty, CEO – Stealing Share 20 March 2017 I’d keep him if he meant anything for the Sprint brand. But he doesn’t. What you saw over the weekend in the NCAA Tournament. The ACC taking a big dump. Verizon...
Demand persuasive advertising

Demand persuasive advertising

Creating Persuasive Advertising Tom Dougherty, CEO – Stealing Share 16 March 2017 Always demand persuasive advertising  Why is advertising getting to be more challenging? In a word. Persuasion. It has always been hard to persuade folks. Today it is harder still....
Big Moe, why degrade your brand for Little Caesars?

Big Moe, why degrade your brand for Little Caesars?

Big Moe, why degrade your brand for Little Caesars? Tom Dougherty, CEO – Stealing Share 15 March 2017 Makes me wonder if Big Moe really is a BBQ expert I often find myself occasionally flipping through the myriad of channels on television. I inevitably end up on...