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...
McDonalds healthy food turns sour

McDonalds healthy food turns sour

McDonalds healthy food Tom Dougherty, CEO – Stealing Share 12 July 2017 McDonalds healthy food turns sour I can’t believe I am saying this. The McDonalds healthy food initiative lives up to its promise of improving the quality and healthiness of its fast food...
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....