Infinity advertising fails on many levels

Infinity advertising fails on many levels

Infinity advertising is criminal Tom Dougherty, CEO – Stealing Share 19 October 2017 Infinity advertising fails on many levels The latest Infinity 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...
Prevagen is Jellyfish!

Prevagen is Jellyfish!

Cleverness in advertising stinks: Prevagen Tom Dougherty, CEO – Stealing Share 17 August 2017 Prevagen gets stupid Prevagen. The perfect example of brand masturbation. Brands try to speak directly to the emotions of prospective customers. Anything that gets in...
The six-second commercial is here as brands fret

The six-second commercial is here as brands fret

Six-second commercial Tom Dougherty, CEO – Stealing Share 7 August 2017 The six-second commercial is here as brands fret It’s inevitable, I guess, watching a six-second commercial on live TV. What with streaming becoming the accepted mode of viewing and...
Motorola finds its aha moment…sort of

Motorola finds its aha moment…sort of

Motorola Tom Dougherty, CEO – Stealing Share 26 July 2017 Motorola finds its aha moment…sort of Well, golly gee. Someone’s actually thinking about a common mistake brands make: Putting the cart in front of the horse. Welcome to logic, Motorola. Motorola’s...
Boston Scientific TV spot doesn’t create preference

Boston Scientific TV spot doesn’t create preference

Boston Scientific Tom Dougherty, CEO – Stealing Share 13 July 2017 Boston Scientific TV spot doesn’t create preference There are few, if any, companies that brand products and companies in the medical device category more than Stealing Share. We’ve worked...