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...
Jose Cuervo’s liquor branding staves off disaster

Jose Cuervo’s liquor branding staves off disaster

Jose Cuervo’s liquor branding staves off disaster Tom Dougherty, CEO – Stealing Share 8 March 2017 Jose Cuervo’s own brand equity saves it Liquor branding and advertising is one of the most difficult chores a marketer faces. We at Stealing Share...
Can anyone, like Tempur-Pedic, create actual mattress preference?

Can anyone, like Tempur-Pedic, create actual mattress preference?

Can anyone, like Tempur-Pedic, create actual mattress preference? Tom Dougherty, CEO – Stealing Share 6 March 2017 And why are mattress stores right next door to each other? I don’t know what it’s like in your town. But in mine, mattress stores line the busiest...
The New York Times runs ad, takes on lies

The New York Times runs ad, takes on lies

The New York Times runs ad, takes on lies Tom Dougherty, CEO – Stealing Share 27 February 2017 The New York Times effort is a direct reaction to Trump Other than Envelope-gate, the Oscars unveiled something truly extraordinary last night. The New York Times ran...